Aidmas

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AIDMAS stands for Awareness, Interest, Desire, Memory, Action, and Satisfaction. It is a new framework of the hierarchy-of-communications-effects model proposed by Dr. Ken K. Wong at University of Toronto's School of Continuing Studies in 2002.

Various models have been proposed to explain the hierarchy of communications effects. The A.I.D.A framework was originally proposed by St. Elmo Lewis in 1898 to explain personal selling and this concept was later widely adopted by the marketing practitioners and academics around the world, especially in Japan during the 1960s. To address the issue of brand recognition during infomercials and the issue of consumer after-purchase behavior such as 'exchange' and 'refund', Dr. Wong expanded the original AIDA framework to include 'Memory', a brand equity assessment and recognition stage, before the buying "Action" stage. Customer "Satisfaction" is also added as the last stage in the framework to highlight the issues surrounding customer loyalty, retention, and churn.

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Aidmas is also the name of a Canadian marketing software company founded by Simon Lee and Ken Wong in 2004. Aidmas' flagship product is called Aidmas Campaign Management System (Aidmas CMS). The latest version is v3 and Aidmas has released different versions of their software to target the SOHO, SME and enterprise markets. According to their website, Aidmas CMS is designed to help marketing managers to capture sales leads over the web and to assist them to analyse marketing campaign successes.