, ▁desire , ▁and ▁conv iction . ▁The ▁first ▁instance ▁of ▁the ▁A ID A ▁ac ron ym ▁was ▁in ▁an ▁article ▁by ▁C . ▁P . ▁Russell ▁in ▁ 1 9 2 1 ▁where ▁he ▁wrote : ▁ ▁The ▁model ' s ▁useful ness ▁was ▁not ▁conf ined ▁sole ly ▁to ▁advert ising . ▁The ▁basic ▁principles ▁of ▁the ▁A ID A ▁model ▁were ▁widely ▁adopted ▁by ▁sales ▁represent atives ▁who ▁used ▁the ▁steps ▁to ▁prepare ▁effective ▁sales ▁present ations ▁following ▁the ▁publication , ▁in ▁ 1 9 1 1 , ▁of ▁Arthur ▁Sh eld on ' s ▁book , ▁Success ful ▁S elling . ▁To ▁the ▁original ▁model , ▁Sh eld on ▁added ▁satisfaction ▁to ▁stress ▁the ▁importance ▁of ▁repeat ▁patron age . ▁ ▁A ID A ▁is ▁a ▁lin ch pin ▁of ▁the ▁Prom ot ional ▁part ▁of ▁the ▁ 4 P s ▁of ▁the ▁Mark eting ▁mix , ▁the ▁mix ▁itself ▁being ▁a ▁key ▁component ▁of ▁the ▁model ▁connecting ▁customer ▁needs ▁through ▁the ▁organisation ▁to ▁the ▁market ing ▁dec isions . ▁ ▁The oret ical ▁develop ments ▁in ▁hierarchy ▁of ▁effects ▁models ▁ ▁The ▁market ing ▁and ▁advert ising ▁literature ▁has ▁spawn ed ▁a ▁number ▁of ▁hier arch ical ▁models . ▁In ▁a ▁survey ▁of ▁more ▁than ▁ 2 5 0 ▁papers , ▁V ak r ats as ▁and ▁Amb ler ▁( 1 9 9 9 ) ▁found ▁little ▁empir ical ▁support ▁for ▁any ▁of ▁the ▁hier arch ies ▁of ▁effects . ▁In ▁spite ▁of ▁that ▁criticism , ▁some