All hierarchical models indicate that brand awareness is a necessary precondition to brand attitude, brand preference or brand purchase intention. The process of moving consumers from purchase intention to actual sales is known as "conversion." While advertising is an excellent tool for creating awareness, brand attitude and purchase intent, it usually requires support from other elements in the promotion mix and the marketing program to convert purchase intent into an actual sale. Many different techniques can be used to convert interest into sales including special price offers, special promotional offers, attractive trade-in terms, guarantees or a strong call-to-action as part of the advertising message.