Naomi is 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

Question

Quizplus · Accepted Answer

As the IMC manager for a chain of tax service providers, Naomi's primary goal would be to increase inquiries, awareness, and trial of her firm's services. This will help generate more revenue from franchisees, as well as attract new customers to the firm's services. While expanding customer loyalty (A) and increasing market share, sales, and customer loyalty (B) are important long-term goals, they may not directly impact the short-term revenue generated by franchisees. Shifting customers to rule-of-thumb budgeting (D) is not a relevant goal for a tax service provider, and increasing the lagged effect (E) is also not a primary concern for short-term IMC goals.

Naomi Is IMC Manager for a Chain of Regional Income