Fill in the Blanks 54-testOnline version 54-test by Farhad Key 1 tenet proliferation way claiming contenders rectified importance reliable fallen arches attributed Drive down any highway , and you'll see a of chain restaurants ? most likely , if you travel long and far enough , you'll see McDonald's golden as well as signs for Burger King . Hardee's and Wendy's the " big four " of burgers . Despite its name , though , Burger King has short of the burger crown unable to surpass market leader McDonald's number 1 sales status . Always the bridesmaid and never the bride , Burger King remains number 2 . Worse yet , Burger King has experienced a six - year 22 percent decline in customer traffic , with its overall quality rating dropping , while ratings for the other have increased . The decline has been to inconsistent product quality and poor customer service . Although the chain tends to throw advertising dollars at the problem , an understanding of Integrated Marketing Communication theory would suggest that internal management problems ( nineteen CEOs in fifty years ) need to be before a unified , long - term strategy can be put in place . The of consistency in brand image and messages , at all levels of communication , has become a basic of IMC theory and practice . The person who takes the customer's order must communicate the same message as Burger King's famous tagline , " Have it your . " or the customer will just buzz up the highway to a chain restaurant that seems more consistent and , therefore , more .
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