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MKT621 - Advertising & Promotion Assignment No. 1 Solution Fall 2018 Due Date: December 03, 2018
Advertising & Promotion (MKT621) Fall, 2018
Due Date: December 03, 2018.
Total Marks: 10
Topic:“Classification of Advertisements”
The core objective of this assignment is to aware students with the concept of classification of
advertisements; which majorly includes nature of advertisement, target audience, advertising
message, demographics etc.
After attempting this assignment, students will be able to comprehend that how organizations
send across their advertising message to their concerned target audience thus by using creative
HUM TV, a renowned television channel is the first satellite channel launched by Hum Network
Limited. The company obtained license of the channel from PEMRA on October 30, 2004. HUM
TV officially started its transmission on January 17, 2005. In a short span of 11 years, HUM TV
has become the famous general entertainment channel of Pakistan, bagging awards for best TV
plays consecutively since its inception. After the success of HUM TV, Hum Network Limited
expanded their channel ranges and introduced two other channels, namely; Masala TV and HUM
Sitaray, which are equally renowned and famous just like HUM TV among people of all ages. In
continuation to this, Hum Network Limited had recently launched HUM News TV as well.
In order to expand their brand portfolio, Hum Network Limited recently launched HumMart
(Private) Limited. HumMart is an online grocery store which aims at saving users from the
hassle of going out and buying everyday necessities thus by providing the orders at the doorsteps
of customers. This online store is equipped with different categories of items such as biscuits and
chocolates, breakfast and dairy, grocery and Staples, beverages, baby and kids’ items and Pet
Care etc. HumMart is initially providing this facility in Karachi city only with an aim to start
catering different metro cities in near future. The basic aim of HumMart is to evolve the grocery
industry in Pakistan and target those people who lead a busy lifestyle thus by shifting them from
the traditional method of grocery procurement to a more advanced yet hassle free online mode.
Placing an order at HumMart is very simple; customers can either download its mobile
application in their smart phone and can order online or they can also make a call at the given
numbers of HumMart and order their desired items there and then. Although it’s a new
experience for the target audience of HumMart who used to get their grocery purchased through
traditional mode of shopping, but sooner majority of the people would surely get benefited
TV Commercial Link:
After reading above case, you are required to watch TV Commercial of HumMart and answer
1. Based on this TV Commercial, identify the target audience for HumMart. (*Note: Just
choose and write option a,b or c in your answer, do not add any further text in this part).
2. After critically analyzing this TV Commercial, do you think that HumMart has targeted
the appropriate audience in their ad? Justify your answer with logical arguments.
The total marks of this Assignment are 10; Question No.1 carries 2 Marks, Question No.2 carries
8 Marks. Avoid irrelevant text/material while answering the question.
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