When Honda launched its Civic Hybrid brand, it developed a(n) ______________ marketing plan that included car and trade publications, online advertisements, and 30-second television spots.
A. Integrated
B. Mixed
C. Diverse
D. Exclusive
E. Specialized
Answer: A - When Honda launched its Civic Hybrid brand, it developed an integrated marketing plan that included car and trade publications, online advertisements, and 30-second television spots. Integrated marketing communications are used in both business-to-consumer and business-to-business communications in order to promote products and services. The purpose of integrated marketing efforts is to maximize the capability of the message to reach potential consumers. Integrated marketing plans are designed to combine messaging strategies, such as print and online advertisements, publicity releases, and events.