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1) A regional outdoor apparel startup with a limited marketing budget wants to increase brand awareness among urban millennials who value sustainability and authenticity. Instead of traditional advertising, the company organizes a series of unannounced “pop-up repair stations” in high-traffic city areas where people can bring any brand of outdoor gear to be repaired for free. The events are documented and shared organically on social media by participants. This is potentially an effective part of an IMC strategy becasue:

The success of handbags from Ralph Lauren as part of its “lifestyle” offering demonstrates:

Investors often view large goodwill impairments as a signal that an acquisition underperformed.

Instead of amortization, goodwill is tested periodically for impairment.

Market capitalization declines can be an indicator of potential goodwill impairment.

Goodwill impairment losses can increase net income.

If the fair value of a reporting unit falls below its carrying amount, goodwill may be impaired.

Goodwill impairment testing is optional under U.S. GAAP.

A company can reverse a goodwill impairment loss under U.S. GAAP if conditions improve.

Please match each reference to the assigned poem with which it is most closely associated: