Siegfried Vögele

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Siegfried Vögele (born November 2, 1931 ; † March 18, 2014 ) was a German pioneer in dialogue marketing and research into advertising effectiveness. At the end of the 1970s, he developed the dialogue method to optimize written customer dialogue and thus make it more effective. The basic idea is to set up letters, brochures, customer magazines and catalogs, but also websites according to the scheme of the oral sales pitch. To research the reading process, he used eye cameras.

Life

In 1980, Vögele presented his method for the first time at the international direct marketing symposium in Montreux , and in 1984 he published it in detail for the first time. In 1987, Vögele founded the first German specialist course in direct marketing together with the BAW Bavarian Academy of Advertising and Marketing in Munich . From 1983 he taught at the University of Munich and since 1990 also at the Vienna University of Economics . The Austrian Federal President Kurt Waldheim awarded Vögele the professional title of Professor in 1989 in recognition of his work as a researcher, teacher and author in the field of reading and reaction behavior of mailing recipients. In 1994 the Rector of the Ludwig Maximilians University in Munich awarded him the title of "Honorary Senator" for his services to research and teaching in the field of direct marketing.

In 1990, together with the Chair of Business Psychology at the University of Munich ( Lutz von Rosenstiel ), Vögele founded the German Research Center for Direct Marketing at the University of Munich, supported by the Siegfried Vögele Foundation in the Donors' Association for German Science.

Since the beginning of 2002, the seminars on the Vögele dialogue method and the further development of the dialogue method as well as research into advertising effects and perception with the eye camera have been carried out exclusively by the Siegfried Vögele Institute in Königstein im Taunus , a subsidiary of Deutsche Post AG . As part of its strategic portfolio planning in the area of ​​dialogue marketing, Deutsche Post AG discontinued the Siegfried Vögele Institute's activities on August 31, 2018.

Works (selection)

  • 99 rules for success for direct marketing. The practical guide for all industries. 5th edition, Moderne Industrie, Frankfurt am Main 2003 (first edition: Landsberg, 1992), ISBN 3-478-25501-5 .
  • The dialogue method. The sales pitch by letter and reply card. 12th edition, Moderne Industrie, Munich 2002 (first edition: Landberg 1984), ISBN 3-478-21180-8 .

Web links

Individual evidence

  1. ^ Deutsche Post closes the Siegfried Vögele Institute . In: ONEtoONE - New Marketing . ( onetoone.de [accessed on August 20, 2018]).
personal data
SURNAME Vögele, Siegfried
BRIEF DESCRIPTION German marketing pioneer and author
DATE OF BIRTH November 2, 1931
DATE OF DEATH March 18, 2014