When companies choose to use the direct premium promotional technique, they offer a gift alongside the purchase of a product. This approach aims to encourage consumers to choose a particular product by offering them an additional benefit in the form of a free item. Direct premiums can take various forms and are often used to attract customer attention and boost sales. A prime example of a direct premium is the famous Bonux gift, which first appeared in the late 1950s and has become a landmark in the history of promotional marketing.