This quarter’s post is from advertising leader Lester Wunderman, from his book Being Direct: Making Advertising Pay. (New York: Random House, Inc., 1996).
Since my early career, I’ve learned to believe in the value of test marketing and evaluation of the marketplace. My teams follow a direct marketing plan in accordance with the ideas described in the writings, published speeches, and book of Lester Wunderman, managing partner at Young & Rubicam and founder of Wunderman.com, as well as the first person to coin the phrase “Direct Marketing,” in a 1967 speech to the Massachusetts Institute of Technology.
With this introduction, I share with you the following from Lester Wunderman:
“To this day, I believe that the most important tool available to the direct marketer is the ability to test, a form of pragmatic research that doesn’t just tell you how a customer might react to an ad but how consumers really do react. Direct marketing makes advertising totally measurable and accountable….”
Finally, I share with you Lester Wunderman’s best wisdom:
“If there is a lesson to be learned, I believe it is to not do anything half-heartedly. If you’re going to do it at all, give it all you have to give.”