Below is a text with blanks. Click on each blank, a list of choices will appear. Select the appropriate answer choice for each blank.
下面的文本有一些空格。点击每个空格会出现一组选项，请为每个空格选出最合适的答案。
Drive down any highway, and you'll see a proliferation of chain restaurants—most likely, if you travel long and far enough, you'll see McDonald's golden arches as well as signs for Burger King, Hardee's and Wendy's, the "big four" of burgers. Despite its name, though, Burger King has fallen short of the burger crown, unable to surpass market leader MacDonald's No.1 sales status. Always the bridesmaid and never the bride, Burger King remains No.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 three 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 Communications 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, not all levels of communication, has become a basic tenet of IMC theory and practice. The person who takes the customer's order must communicate the same message a Burger King's famous tagline, "have it your way," or the customer will just buzz up the highway to a chain restaurant that seems more consistent and, therefore, more .
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