Day 025 - 16 Sep 94 - Page 50


     
     1        dated 2nd December 1987:  "Product:  Nutrition"?
     2        A.  I am sorry, "Product", yes, sir, it does.
     3
     4   Q.   It does.  Dated December 2nd 1987?
     5        A.  Yes, sir.
     6
     7   Q.   Can I ask you to keep that open and at the same time have
     8        ready pink volume VI A because I am going to go back to
     9        that?  I will just read it to you.  "Date:
    10        December 2nd 1987.  Product:  Nutrition Print.  This
    11        reports a conversation between Joanna Hughes, Thom Kettle
    12        and David Green" -- Janet Hughes, I think, is Leo Burnett
    13        and David Green, we know, is McDonald's -- "on Tuesday,
    14        December 1 at McDonald's.  Re. First Quarter Nutrition
    15        Budget".  Do you agree with me that in a document dated
    16        December 2nd 1987 we must be talking about the first
    17        quarter of 1988?
    18        A.  I think he says that, does he not?
    19
    20   Q.   He does, does he not.  "This confirms the Client's
    21        decision to cut back the Nutrition print budget for first
    22        quarter 1988.  Specifically, because we are already
    23        committed to six February insertions", that is February
    24        1988.  "We will be cancelling the remaining five
    25        insertions on the February schedule and all of the March
    26        schedule.
    27
    28        The six ads to which we are committed for February are
    29        listed below.  Better Homes & Gardens - Calcium; Family
    30        Circle - For Real; Good Housekeeping - We Shop; Parents -
    31        We Shop; Weight Watchers - Calcium; Women's Day - TFAD".
    32        I cannot think for the life of me think what that is for
    33        the moment.  Can anybody help me?
    34
    35   MR. MORRIS:  It is one of the adverts, a heading of one of the
    36        ads; I cannot remember which one it is.
    37
    38   MR. RAMPTON:  I cannot remember which it is either.  It says:
    39         "All the above ads will appear in a one page format and
    40        have received legal approval from McDonald's.  The Agency
    41        will reevaluate the 1988 print media plan against the
    42        objective of cutting it back to deliver same number of
    43        GRPs delivered by the 1987 (931 GRPs).  This may require
    44        additional minor reductions during the balance of the
    45        year".
    46
    47        Mr. Gardner, this document tells us, does it not, if it is
    48        to be believed, that at least until the meeting on
    49        1st December 1987 a large part of this advertising
    50        campaign was planned to run into at least the first 
    51        quarter of 1988? 
    52        A.  A large part of what advertising campaign? 
    53
    54   Q.   A significant proportion of the advertising campaign to
    55        which you had objected was planned to continue into the
    56        first quarter of 1988?
    57        A.  From this I cannot tell you.  As you have pointed out,
    58        the ad described as "Calcium" might have been a one or two
    59        page ad in the previous memoranda.  That two page ad is a
    60        significantly different ad from the one page ad.  As

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