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Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected [1] customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. In contrast to direct marketing, advertising is more of a mass-message nature. [1] [2]
Lester Wunderman (June 22, 1920 – January 9, 2019) was an American advertising executive widely considered the creator of modern-day direct marketing.His innovations included the magazine subscription card, the toll-free 1-800 number, loyalty rewards programs, and many more.
In 1958, direct marketer Lester Wunderman, alongside his brother Irving Wunderman, and colleagues Ed Ricotta and Harry Kline, opened Wunderman, Ricotta & Klein (WRK). [6] Founder Lester Wunderman is widely considered to be the creator of modern-day Direct Marketing—a term he first used in 1961. [6]
VML is an international marketing and communications company specializing in brand experience, commerce and technology, and customer experience. [2] VML was formed from the merger of Wunderman Thompson and VMLY&R. It is a subsidiary of WPP plc, a multinational advertising and public relations holding company. [3]
Wunderman was a New York City-based global digital agency.It was part of Young & Rubicam Brands and a member of international advertising group WPP Group (NYSE: WPP).. On November 26, 2018, WPP announced it was merging Wunderman with ad agency J. Walter Thompson to form Wunderman Thompson, and the merger was formalized in February 2019.
Direct-response advertising is partially direct marketing. It is a message transmitted through traditional communications media that requires the reader, viewer, listener or customer to respond directly to the organization. [42] The audience may respond to receive more information or to purchase a product.