Refer to the Scenario Below to Answer the Following Question(s)

question 125

Multiple Choice

Refer to the scenario below to answer the following question(s) .
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-When starting their business, John and Barb would most likely have benefitted from understanding ________.

• A) social media
• B) buzz marketing
• C) public relations campaigns
• D) network television advertising
• E) integrated marketing communications

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Definitions:

Southern States

Refers to the group of states located in the southeastern and south-central regions of the United States, historically associated with the Confederacy during the Civil War.

Civil Liberties

Fundamental rights and freedoms protected by law from governmental interference or restriction, including freedom of speech, assembly, religion, and the right to privacy.

Disloyal Activities

Actions or behaviors that are considered unfaithful or treasonous to one's country or organization.

Ex Parte Milligan

A landmark U.S. Supreme Court case in 1866 that ruled it unconstitutional to subject civilians to military trial in areas where civilian courts were still operating.