Which term refers to the use of short-term campaigns to create demand for a product or service?

The term that refers to the use of short-term campaigns to create demand for a product or service is sales promotion. Sales promotions are designed to stimulate immediate interest and encourage consumers to take action, such as making a purchase. This can include tactics such as discounts, coupons, contests, and special offers, all aimed at increasing short-term sales or attracting new customers.

Sales promotions differ from other marketing strategies, such as branding, which focuses on building a long-term image and relationship with consumers rather than encouraging immediate transactions. Similarly, pacing strategy refers to how a company manages the timing of its marketing activities over time, which is less about short-term demand creation and more about sustained planning. Market penetration strategies aim at increasing market share for an already established product, which can happen over a longer timeline and may not necessarily involve short-term campaigns.

In summary, sales promotions are specifically targeted towards generating immediate interest and demand in a way that temporary branding or strategic pacing of marketing efforts typically does not focus on.