: ▁ ▁A ▁prec ursor ▁to ▁Lewis ▁was ▁Joseph ▁Add ison ▁Rich ards ▁( 1 8 5 9 – 1 9 2 8 ), ▁an ▁advert ising ▁agent ▁from ▁New ▁York ▁City ▁who ▁succeeded ▁his ▁father ▁in ▁the ▁direction ▁of ▁one ▁of ▁the ▁oldest ▁advert ising ▁ag encies ▁in ▁the ▁United ▁States . ▁In ▁ 1 8 9 3 , ▁Rich ards ▁wrote ▁an ▁advert is ement ▁for ▁his ▁business ▁containing ▁virt ually ▁all ▁steps ▁from ▁the ▁A ID A ▁model , ▁but ▁without ▁hier arch ically ▁ordering ▁the ▁individual ▁elements : ▁ ▁Between ▁December ▁ 1 8 9 9 ▁and ▁February ▁ 1 9 0 0 , ▁the ▁B iss ell ▁Car pet ▁S we eper ▁Company ▁organized ▁a ▁contest ▁for ▁the ▁best ▁written ▁advert is ement . ▁Fred ▁M ace y , ▁chairman ▁of ▁the ▁Fred ▁M ace y ▁Co . ▁in ▁Grand ▁Rap ids ▁( Mich igan ), ▁who ▁was ▁considered ▁an ▁advert ising ▁expert ▁at ▁that ▁time , ▁was ▁assigned ▁the ▁task ▁to ▁examine ▁the ▁subm issions ▁to ▁the ▁company . ▁In ▁arriv ing ▁at ▁a ▁decision , ▁he ▁considered ▁inter ▁al ia ▁each ▁advert is ement ▁in ▁the ▁following ▁respect : ▁ ▁The ▁first ▁published ▁instance ▁of ▁the ▁general ▁concept , ▁however , ▁was ▁in ▁an ▁article ▁by ▁Frank ▁H utch inson ▁D uk es m ith ▁( 1 8 6 6 – 1 9 3 5 ) ▁in ▁ 1 9 0 4 . ▁D uk es m ith ' s ▁four ▁steps ▁were ▁attention , ▁interest