 |
|
 Direct Marketing ResourcesResult(s): 31 - 31 of 31 |
|
Wunderman
Advertising wizard Lester Wunderman first witnessed the value of giving premiums in exchange for a long-term commitment during the Depression, when landlords gave away a month or more in free rent to tenants who would commit to a yearly apartment lease. Is it any wonder that this peripatetic child, whose parents moved frequently to avail themselves of the free offer, grew up to lead a world- renowned direct response agency credited with the marketing tactics behind clients such as Columbia Record Club and Time-Life Books?
In particular, Wunderman is credited with the creation of two staple DM techniques - the postage paid insert card and Columbia Record Club's interactive "gold box" promotion, which tied together TV and print advertising, getting viewers to search for the magical gold box in which they could write down their free record premium. Anybody seen the gold box on Amazon.com lately? Is history repeating itself? Direct Marketing shop Wunderman, Ricotta and Kline is now simply Wunderman. In addition to being the corporate agency home, this site treats visitors to the "world of Lester" in the form of recent words of wisdom for the new marketing generation as penned by the Chairman Emeritus, a list of "Nineteen Things All Successful Direct Marketing Agencies Know" and musings on his best-selling, must-read autobiography "Being Direct." Mr. Wunderman's current venture is at database targeting company I-Behavior, where he serves as Chairman and Director.
| | 1 2 3 4 |
Last Updated: Monday, March 29, 2004
Copyright
Chase Online Marketing Strategies, Inc. 2004. All Rights Reserved.
Contact Information |
|
|
|
Get the Latest Reviews of Top Marketing Sites by Email.
Subscribe free
to Larry Chase's Web Digest For Marketers Here
|
|
|
Current Issue
About Larry Chase
|
|
|
