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
____________________
.
