You have been hired as a Marketing Consultant for Papa Murphy’s.


You have been hired as a Marketing Consultant for Papa Murphy’s.  This pizza chain is different from other pizza restaurants in that Papa Murphy’s introduced the “Take N Bake” concept – this is where customers pick up unbaked pizzas made with fresh ingredients from its stores and then take these pizzas home to cook.  Papa Murphy’s is planning to launch globally and has asked you how to best advertise when it enters your home country.  

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Conduct your own research and analysis on how Papa Murphy’s should advertise when entering your home country.  Be sure to include your analysis of the following:

  • Analyze possible advertising objectives and recommend one primary objective the company should pursue (to inform, to persuade, or to remind);
  • Develop a clear creative strategy to use in this advertising;
  • Analyze possible advertising appeals and recommend one appeal the company should include in its advertising (rational or emotional); and
  • Analyze possible media channels and recommend at least three (3) different channels the company should use for its advertising in your home country (such as television, radio, newspaper, Internet, magazines, direct mail, and/or outdoor).

About Papa Murphy’s (NASDAQ: FRSH): Papa Murphy’s Holdings, Inc., together with its subsidiaries, owns, operates, and franchises Take N Bake pizza stores. As of December 28, 2015, it operated 1,536 stores, including 1,496 stores consisting of 1,369 franchised and 127 company-owned stores located in 38 states; 22 stores located in Canada; and 18 stores located in the Middle East. The company was founded in 1981 and is based in Vancouver, Washington.

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