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.
Read more about Lester Wunderman: Biography
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“So, my sweetheart back home writes to me and wants to know what this gal in Bombay’s got that she hasn’t got. So I just write back to her and says, “Nothin’, honey. Only she’s got it here.””
—Alvah Bessie, Ranald MacDougall, and Lester Cole. Raoul Walsh. Sergeant Tracey, Objective Burma, to a buddy (1945)