The AIDA model is a theoretical four-step model that represents the customer journey up to the purchase. It is still used for promotion strategies, advertising activities and sales conversations. The first step (Attention) aims to raise the attention of the customer. The next step is to create Interest for the product. In the best case, this leads to the Desire to own the product. The last step is the purchase, or Action. Promotional items are especially essential for the first stage in order to create attention.