Naomi is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include

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As an IMC manager, Naomi's primary responsibility is to make sure that the franchisees are promoting the income tax services effectively. Therefore, her short-term goals are likely to focus on increasing inquiries and awareness about the firm's services to attract more leads and increase market share. These specific goals are crucial because they can lead to an increased customer base, which in the long term, can lead to increased revenue and customer loyalty. Expanding customer loyalty by closing the feedback loop and increasing the lagged effect are important long-term goals, but they are not the primary focus of a short-term IMC strategy. Shifting customers to rule-of-thumb budgeting is not relevant to the income tax service industry.

Naomi Is the IMC Manager for a Chain of Regional