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The idea of AIDA was immortalized by E. St. Elmo Lewis sometime in 1898. It was in that year that this Advertising Hall of Fame inductee first drew the world’s attention to the four fundamental mind-states that most buyers experience as they travel down marketing’s most sacrosanct path, progressively switching status from WHO? to WHOA! If everything goes according to plan. AIDA, of course, stands for Attention, Interest, Desire, Action.   ....

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