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MKT621 - Advertising & Promotion Assignment No. 1 Solution Fall 2018 Due Date: December 03, 2018

MKT621 - Advertising & Promotion Assignment No. 1 Solution Fall 2018 Due Date: December 03, 2018 

Advertising & Promotion (MKT621) Fall, 2018
Assignment No.1
Due Date: December 03, 2018.
Total Marks: 10
Weightage: 04
Topic:“Classification of Advertisements”
Learning Objective:
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.
Learning Outcomes:
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
TV Commercials.
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.
The Case:
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
through it.
TV Commercial Link:
After reading above case, you are required to watch TV Commercial of HumMart and answer
below questions:
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).
a) Males
b) Housewives
c) Wholesalers
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.
Marking Scheme:
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.
24 hours extra / grace period after the due date is usually available to overcome uploading
difficulties. This extra time should only be used to meet the emergencies and above mentioned
due dates should always be treated as final to avoid any inconvenience.
Important Instructions:
 Students are advised to study the whole text carefully.
 Try not to include any irrelevant material in the solution.
 Try to come up with precise and original answers.
 Assignments reaching after the due date would not be considered.
Other Important Instructions:
 Make sure to upload the solution file before the due date on VULMS.
 Any submission made via email after the due date will not be accepted.
 Use the font style “Times New Roman” or “Arial” and font size “12”.
 It is advised to compose your document in MS-Word format.
 You may also compose your assignment in Open Office format.
 Use black and blue font colors only.
Note related to load shedding: Please be proactive
Dear students,
As you know that Pre Midterm semester activities have started and the load shedding problem is
also prevailing in our country. Keeping in view the fact, you all are advised to post your
activities as early as possible without waiting for the due date. For your convenience; activity
schedule has already been uploaded on VULMS for the current semester, therefore no excuse
will be entertained after due date of assignments, quizzes or GDBs.

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