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Article: Lester Wunderman addresses the American Marketing Association Futures in Marketing Conference on new trends in direct marketing.
- Article from:
- PR Newswire
- Article date:
- August 11, 1986
CopyrightCOPYRIGHT 1986 PR Newswire Association LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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CHICAGO, Aug. 11 /PRNewswire/ -- "There are two sides to direct marketing," began Lester Wunderman, chairman of Young & Rubicam International and of Wunderman, Ricotta and Klein. "One is the communications side. Direct marketing can direct communications at a more relevant consumer target then general advertising can. For example in business-to-business marketing, database marketing techniques can find more relevant targets. That way they don't influence everyone, just their preselected and qualified audience," he said.
"Two is the channel of distribution side. Many advertisers find it useful and effective to sell directly to the user through direct ...