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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“I don’t have to pound on that thick skull of yours and make big speeches as to what this mission means to us. I think you know. If you do good, it means the lives of several thousand men, so do good.”
—Alvah Bessie, Ranald MacDougall, Lester Cole, and Raoul Walsh. Col. Carter, Objective Burma, giving a subaltern a mission (1945)