Question 1
Refer to the above case study “Helping Papa John’s deliver better pizza at the local level” and the additional images provided. Discuss how Papa John’s has made use of digital media to impact the buying process for a new purchaser.
Two (2) marks will be awarded for providing the digital marketing techniques that were used throughout each stage. (12)

Question 2
Refer to the above case study and the additional information provided from Papa John’s website and social media pages and evaluate how each of the benefits of emarketing has been delivered.
Two (2) marks will be awarded for correctly applying your understanding of each of the benefits of e-marketing to Papa John’s. (10)

Question 3
Feedback and engagement on social media platforms provided by consumers is related to online PR. Refer to the Facebook comments below recently shared on Papa John’s Facebook page ( and discuss the main differences for a marketer or PR professional managing online PR and the impact thereof on such a situation, as opposed to traditional platforms such as television.

Question 4
By using the information presented in the case study and the additional images provided, demonstrate how Papa John’s has built customer loyalty during the first three stages of the customer life cycle and recommend extension techniques for Papa John’s. Also critically evaluate whether the communication tools/marketing techniques used throughout stages were appropriate.

Stages 1 – 3: Two (2) marks will be awarded for demonstrating how Papa John’s has built loyalty through each stage and one (1) mark for evaluating the appropriateness of the communication tool/marketing technique for each stage.
Stage 4: One (1) mark for each technique applied.

Customer selection (3)
Customer acquisition (3)
Customer retention (3)
Customer extension (5)

Question 5
Apply the generic digital channel-specific SWOT analysis showing typical opportunities and threats presented by digital media to Papa John’s. Identify two strengths, weaknesses, opportunities and threats. (8)
Question 6
As the chief marketing officer for Papa John’s convince the CEO how you would make use of the Internet to support the following strategies with the aim of attracting a younger, working-class audience to Papa John’s.
Market development strategies
 New customer segments (1)
Market penetration strategies
 Market share growth (1)
 Customer value improvement (1)
Product development strategies
 Add value to existing products. (1)

Question 7
Apply your understanding of the six significant laws that control digital marketing to Papa John’s and discuss the digital marketing activities that can be affected. Two (2) marks will be awarded for each law discussed. (12)
Question 8
Refer to the case study and additional images and provide two earned media, two paid media and one owned media that have been used by Papa John’s and discuss how they have been used.

Answers to Above Questions on Digital Marketing

Answer 1: An analysis of the given case study of Papa John indicates that the company has successfully utilised digital media in order to generate increased revenue performance. The important ways in which digital media has been utilised in order to impact the buying process for a new purchaser are through following a Cardinal approach which includes selecting an advertising network comprising social media advertising, programmatic display, native video advertising, youTube advertising and mobile advertising. The combination of different advertising methods along with the application of different advertising techniques such as the real world remarketing, geofencing, lookalikes have produced massive recognition of Papa John among its target customers…..


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