Read the case given below and answer the questions given at the end.

CASE STUDY – II

JINGLE BELLS
Coca-Cola

―Drink Coca-Cola‖ was the first theme out of the gate. ―Delicious and Refreshing‖ came along in the late 1880s, most likely appearing on an oilcloth sign attached to a soda fountain awning. Since then, those two words have worked hard for Coca-Cola in about a trillion different ways. Before long, theme lines began to make definite statement about the product. In the early 1920s, ―Thirst Knows No Season‖ helped consumers think of Coca-Cola as more than a summertime drink. Later that decade, ―It Had To Be good To Get Where It Is‖ added prestige. And ―Just Around The Corner From Everywhere‖ emphasized widespread availability. In 1929, the most famous commercial slogan of its time ―The Pause That Refreshes‖ marked a return to promoting coke simply as the quintessential quencher, Into the Age of Aquarius, when ―Things Go Better With Coke‖ captured the lively spirit of the times. By then, the world had become much more sophisticated – dining on frozen dinners and dressing modern. This was reflected by Coke‘s breakthrough TV commercials – in colour. ―Have a Coke And A Smile‖ was unleashed in 1979 among a flurry of disco music (which only made it sound better), More recently, Coke had to have twice the themes – since there was twice the Coke. In 1985, one campaign had to position Coke (previously known as New Coke), and another had to differentiate Coca-Cola classic from its sister product and competitive brands. The big winners? ―Catch The Wave‖ for the junior model, and for the original formula. ―Red, White and You‖ conjured images of Americana. After All, Coca-Cola classic had just established itself as a national treasure on par with the entire state of Florida. These days, it‘s Always Coca-Cola‖.With so many different themes, jingles and slogans added to its name over the decades, Coke was utterly confused as to which theme strikes the right chord with Coke‘s audience (basically everyone over the age of 12 who drinks liquid). Coke primarily wanted to identify if at all there lies any difference among the appeals rendered by the jingles- Market research – thousands of people surveyed, poked and prodded – questioned – ‗ How does this jingle appeal to you?‘

1. Some marketers are of the belief that advertising Coke through Aguilera has shown much larger sales of Coke as compared to cities which believe and practice endorsing Coke via non- Aguilera advertisements. Write a research proposal for conducting a research to verify this statement.