The origin of AIDA:

Who invented and formulated the AIDA model?

Abstract

Research Purpose: Almost all advertising researchers have believed that E. St. Elmo Lewis invented AIDA in 1898 based on Edward K. Strong Jr.'s studies in 1925. However, this is a big misunderstanding caused by inaccurate and insufficient historical research. This paper aims to research the origin of the AIDA model by reviewing previous studies and some literature newly discovered in this study.

Design/method: This study is based on the method of the historical study of advertising theory that encompasses an extensive range of primary sources, including several previously unknown. We searched the literature by accessing several digital archives and websites on the origin of AIDA.

Findings: The dominant hypothesis that E. St. Elmo Lewis invented and formulated AIDA is unsupported or based on weak evidence. There is no evidence indicating that Lewis invented the prototype of AIDA in or around 1898.

Research implications/limitations: Arthur Frederick Sheldon recognized the importance of the fourth word and the necessity of AIDA's theorization much earlier than Lewis or any other researchers. Sheldon-not Lewis-can be regarded as the originator of AIDA. Frank H. Dukesmith and Arthur Frederick Sheldon-not Lewis-contributed decisively to the formulation of AIDA.

Originality/value: Our critical finding has not been almost unknown in previous studies and provides a more accurate history of the representative advertising theory. Accurate history is essential for the proper development of the discipline, and advertising theory is no exception.