It's a deft marketer that can navigate the political fray these days, especially on a hot-button topic likeface masks. Vistaprint aims to do just...
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It's a deft marketer that can navigate the political fray these days,

especially on a hot-button topic like face masks.
Vistaprint aims to do just that with a campaign called, "This is not a mask." The spot, which launched over the weekend, shows kids playing outdoors and adults visiting their local haunts. They're all wearing face masks with bright colors and snappy designs.
"This is not a mask," the ad says. "This is a sign of love. This is solidarity."
Vistaprint, perhaps best known for making business cards, has pivoted to creating face masks during the coronavirus pandemic, donating a portion of the proceeds to small businesses.
The company intends to reframe the conversation around the beleaguered face mask, showing neither red nor blue state bias.
"We know that masks have become politicized, but our feeling is that they aren't a political statement but rather a means to getting back to some form of a new normal," said Ricky Engelberg, Vistaprint's CMO and executive vice president. "A community where everyone wears masks has a far greater chance of getting comfortably back to the activities and things people love."
The work comes from Vistaprint's in-house team along with boutique agency Ghostship in Portland and postproduction firm Loom in Los Angeles. The stars of the 30-second spot—actually Ghostship employees' friends and family—shot the footage themselves with iPhones and ring lights supplied by the brand.
Though he was initially unsure of what the remote filming would yield, Engelberg says "it became a really thrilling process to see all the unique moments captured."
"This Is Not a Mask" debuted during a 6-hour weekend musical experience, called "Small Business Live," from organizer Superfly with Lauryn Hill, Leon Bridges, Brittany Howard and other artists. The spot will also get distribution on Facebook, Instagram and Pinterest.
For a peek into the controversy around face masks, just consider some recent developments. Some conservative activists have been publicly burning face masks, while President Donald Trump told The Wall Street Journal that some Americans wear masks not as a first-line defense against the coronavirus but rather "to signal disapproval" of him.
Some states and cities are reviving their mandatory mask rules in the wake of rising Covid-19 cases, and AMC Theaters stutter stepped on its optional-mask rule announced on Thursday. Moviegoers will be required to wear them after all when the chain reopens next month, execs said Friday.
In the meantine, Vistaprint, became an unlikely supplier in a face mask market dominated by fashion and retail brands. The online printing and digital marketing company is taking the opportunity, without weighing in on the debate, to cement its role as a small business champion. 
"We have a chance to speak as their partner and make a statement to get people to understand that masks are a sign of connection with their greater community, be that their neighbors, friends, family or the stores and restaurants that mean so much to them," Engelberg said. "Wearing a mask is a little thing everyone can do right now that says they care." 
Vistaprint has donated $1 million to the Save Small Business fund it co-founded with the U.S. Chamber of Commerce Foundation and $500,000 to the NAACP to support Black-owned small businesses.




Regardless of the media selected for the "more than a mask" campaign, the campaign needs to have 
Group of answer choices




a broad emotional appeal


mild puffery


niche media that appeals to mass markets


a consistent and compelling message


value-based post-testing


When Mary Garcia created the "More Than A Mask" campaign, she knew it was going to be difficult to get consumer's to think of Visa Print as a place to get masks. In this task, her first priority was to
Group of answer choices




determine the best strategy to capture the consumer's attention


use public relations to buy advertising space


enlist creative advertising designers


conduct quantitative research


make sure Vista Print's corporate partners agreed on the strategy


During the winter holidays, Vista Print sends all of their customers a video. The video shows their employees smiling and enjoying each others company. Festive Vista Print products are placed in the background of the video. The message is low-key, wishing everyone well during the holiday season. This is an example of [-----] advertising.
Group of answer choices




informational


inclusive


reminder


No answer text provided.


loyality


persuasive


The success of the "More Than A Mask" campaign depends on
Group of answer choices




commitment of Vista Print's corporate partners


the investment Vista Print makes in the campaign


how well Vista Print identifies the target audience


selection of mass communication channels


the quality of the masks


Vista Print has partnered with America's Got Talent to provide masks to all of the contestants waiting backstage at auditions. In exchange, the AGT requires all contestants to wear their mask on camera as they enter the stage. This is an example of 
Group of answer choices




personal selling


personalized sampling


product placement


product sampling


product loyalty


The public school teachers union has produced an advertisement showing happy teachers preparing to welcome students back to school and students trying on masks. The advertisement shows many different types of masks, some of which are made by Vista Print. The goal of the campaign is to break down resistance to masks. This campaign is an example of [-----] advertising.
Group of answer choices




consumer-generated


public service announcement


product-focused


institutional


propaganda


When Vista Print was trying to create the theme for the integrated marketing communications strategy to promote their masks, the company focused on the additional value their masks provided their target market. This is part of the process used to develop a(n)
Group of answer choices




promotional benefit communication


media channel strategy


unique selling proposition


public relations strategy


persuasive appeal


Once Vista Print establishes a certain level of brand awareness, the firm will use [-----] advertising/promotion to motivate consumers to take action.
Group of answer choices




reminder


institutional


public relations


informative


persuasive


Visa Print is planning on introducing their masks in Brazil. One of their challenges is figuring how to get the masks to remote communities where they predict demand will be high. The question of "How do we get the it there?" shows the Vista Print's uncertainty with Brazil's
Group of answer choices




profit


production capacity


pricing


infastructure


cross-cultural messaging


As part of their "more than a mask" campaign, Vista Print has hired student brand ambassadors on college campuses. These ambassadors wear their Vista Print masks on campus along with a vista print "More than a mask" t-shirts. The ambassadors hand out coupons to students with shabby masks allowing them to order a limited edition mask Vista Print mask. This effort falls into what category of the promotional mix? 
Group of answer choices




Sales promotion


Advertising


Mobile marketing


Direct marketing


Personal selling


Most people are unfamiliar with Vista Print as a producer of masks. Let's say that Vista Print places advertising on popular websites that promote entertainment options for a regional area. On these sites, Vista Print uses video to shows how their masks keep people safe with filtering technology, comfortable with stretch straps, and fashionable with funky prints. This is a(n) example of a [-----] advertising message.
Group of answer choices




persuasive


informative


reminder


friendly


institutional


Whether or not Vista Print's message "More Than a Mask" is effective will depend on if the message is
Group of answer choices




used sparingly


meaningful to the consumer


modified over time


sustainable


unique to the industry


Once the Vista Print masks gains brand awareness, the company will switch from informative advertising to [-----] to motivate consumers to take action.
Group of answer choices




institutional


association


persuasive


reminder


targeted


Vista print has two small teams focusing on elements in the promotional mix. One team is concentrated on adverting strategy. The other on public relations. A primary difference between advertising and public relations is that advertising is
Group of answer choices




more effective at reaching consumers


a paid form of communications


designed to remind consumers, while PR is used to persuade.


designed for targeted audiences, while PR reaches mass audiences


almost used in conjunction with consumer satisfaction surveys


Vista Print sends a limited edition mask to every customer who orders $100 or more from their online store. This strategy is part of the company's 
Group of answer choices




analytics strategy


inventory management strategy


loyalty program


customer content


distribution strategy
Vista Print and joined together with Purell, a popular hand sanitizer brand, to promote safe habits as students move back to campus. The "Safe and Sexy" includes a humors videos and images of students meeting a potential date while wearing a Vista Print mask and offering their love interest Purell hand sanitizer. This campaign would be considered
Group of answer choices




convenience promoting


multi-target promotion


cross-promotion


joint venture promotion


promotional co-branding
The video included in the Vista Print article employs emotional appeal. Successful emotional appeal 
Group of answer choices




creates a bond between the consumer and the brand


gets consumers to think about the benefits of the product


compares the products in a way that highlights consumer value


makes consumers cry


gets consumers to share the link with their friends
When Visa Print makes advertising choices (magazine advertising, direct mail, internet adverting, etc.), these choices represents the campaign's 
Group of answer choices




media mix


advertising plan


communication chain


niche buy


product placment

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