The document discusses models for measuring the effectiveness of advertising and social media campaigns. It notes that the traditional AIDMA model of awareness, interest, desire, memory, and action is not well-known outside of Japan. The document instead references Russell Colley's 1961 DAGMAR model of defining goals for measured advertising results. This model involves moving potential customers through stages of awareness, comprehension, conviction, and action. However, the document argues that the purchase process is now more complicated and not linear. It outlines expanded stages of awareness, comprehension, comparison, examination, trial, action, satisfaction, sharing, repeat purchases, relationships, and up-selling. The document suggests social media can influence many of these stages and that measuring social media