Question: (a) Discuss the main differences between qualitative and quantitative message research. (6 marks) (b) Coca-Cola released a 90-second global TV spot in July 2020, which

(a) Discuss the main differences between qualitative and quantitative message research. (6 marks)

(b) Coca-Cola released a 90-second global TV spot in July 2020, which was its first piece of new creative since COVID-19 lockdowns took effect. The ad, named The Great Meal, featured 13 real households in eight countries families, couples and housemates preparing and sharing home-cooked meals over an ice-cold Coca-Cola. Coca-Cola wanted to bring to life an authentic, human story to capture how we are all reappreciating the moments that matter most and to remind us that we are part of one big, global family. Suggest and briefly describe TWO types of quantitative message research that can be used to measure the effectiveness of this ad campaign. (10 marks)

(c) Coca-Cola Hong Kong had launched a lucky draw campaign together with The Great Meal TV ad, where customers can upload receipts of buying Coca-Cola products to get a chance to win smartphones, video game consoles and other prizes. State TWO measures that can be used to evaluate the effectiveness of this sales promotions campaign. (4 marks)

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