"Lester Wunderman"@en . . "1920Z"^^ . "Wunderman, Lester"@en . . . "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."@en . "1920-06-22Z"^^ . "Creator of modern-day direct marketing" .