E. St. Elmo Lewis
Encyclopedia
E. St. Elmo Lewis was an American advertising advocate—he wrote and spoke prolifically about the potential of advertising to educate the public. He was the co-founder/first president of the Association of National Advertisers
. Lewis was inducted into the Advertising Hall of Fame posthumously, in 1951.
Since the publication of The Psychology of Selling and Advertising by Edward K. Strong, Jr. in 1925, it became commonplace to attribute the authorship of the AIDA
model to Lewis. According to Strong, Lewis formulated the slogan attract attention, maintain interest, create desire in 1898, adding later the fourth term get action. The acronym AIDA was proposed by C. P. Russell in 1921.
Lewis authored a number of books including Financial Advertising and Getting the Most Out of Business. In 1911, he gave a speech before the American Bankers Association, titled "The Savings Idea and the People," advocating that savings bankers adopt a policy of "aggressive conservation," wherein they recognize that in order to make savings a national trait, they must acknowledge that "they are here as an economic necessity, representing the principle of the conservation of human effort, and that in order to conserve they have a duty for which they must fight, educate, plead and teach the people..."
Association of National Advertisers
The Association of National Advertisers is a representative body for the marketing community in the United States of America. ANA’s membership includes over 400 companies with 9,000 brands that collectively spend over one hundred billion dollars in marketing communications and advertising....
. Lewis was inducted into the Advertising Hall of Fame posthumously, in 1951.
Since the publication of The Psychology of Selling and Advertising by Edward K. Strong, Jr. in 1925, it became commonplace to attribute the authorship of the AIDA
AIDA (marketing)
AIDA is an acronym used in marketing that describes a common list of events that may be undergone when a person is selling a product or service. The term and approach are attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In 1898 Lewis created his AIDA funnel model on...
model to Lewis. According to Strong, Lewis formulated the slogan attract attention, maintain interest, create desire in 1898, adding later the fourth term get action. The acronym AIDA was proposed by C. P. Russell in 1921.
Lewis authored a number of books including Financial Advertising and Getting the Most Out of Business. In 1911, he gave a speech before the American Bankers Association, titled "The Savings Idea and the People," advocating that savings bankers adopt a policy of "aggressive conservation," wherein they recognize that in order to make savings a national trait, they must acknowledge that "they are here as an economic necessity, representing the principle of the conservation of human effort, and that in order to conserve they have a duty for which they must fight, educate, plead and teach the people..."