E. St. Elmo Lewis

E. St. Elmo Lewis was an American advertising pioneer known for developing the "AIDA" model, which describes the stages of customer engagement in marketing: Attention, Interest, Desire, and Action. This framework helps marketers understand how to attract and persuade potential customers effectively. Lewis's work in the late 19th and early 20th centuries laid the foundation for modern advertising strategies, emphasizing the importance of capturing attention and guiding consumers through the buying process. His innovations still influence advertising and sales techniques today.