A few years ago, Jiffy Lube began a marketing campaign, which encouraged women to focus on their cardiovascular health. Jiffy Lube's "Maintenance Partners for Life" combines the concepts of maintaining heart and vehicle health, while seeking to raise $1 million in support of the American Heart Association's "Go Red for Women" campaign. Jiffy Lube is engaging in:

Question

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Jiffy Lube's marketing campaign is an example of cause marketing, which involves connecting a company's products or services to a social or environmental issue. In this case, Jiffy Lube is promoting cardiovascular health and donating money to the American Heart Association's "Go Red for Women" campaign.

A Few Years Ago, Jiffy Lube Began a Marketing Campaign