As the CMO of a firm managing 158 retirement homes around the nation, you need to enhance customer equity but the nature of your business makes it unlikely that equity gains will come from lengthening the customers' relationship with you (the average age of a first-time resident for your homes is 72, and average life expectancy in the U.S. is about 78). Thus, you need to expand your number of customers (i.e., reach higher customer acquisition rates). Describe one promotional mix component that you would employ and one that you would avoid in this process