Lester Wunderman talks about direct marketing in this brief speech.
Lester Wunderman (June 22, 1920) is an advertising executive widely considered the creator of modern-day direct marketing.
His innovations include the magazine subscription card, the toll-free 1-800 number, loyalty rewards programs, and many more.
He identified, named and defined the term "direct marketing" in a 1967 speech at MIT, and was inducted into the Advertising Hall of Fame in 1998.
Check one of his books below: