Day 046 - 04 Nov 94 - Page 66


     
     1   MS. STEEL:  I am just trying to see whether I need to bring all
     2        the other ones out.
     3
     4   MR. JUSTICE BELL:  Yes, sit down and take stock and see if there
     5        is anything.
     6
     7   MS. STEEL:  Is it right that in 1993 Systemwide expenditure for
     8        advertising and promotion totalled approximately $1.4
     9        billion or about 6.1 per cent of sales?
    10        A.  It sounds in the realm, but if it was reported
    11        somewhere then .....
    12
    13   Q.   Yes, it is on page 144.
    14        A.  144?
    15
    16   Q.   Last column, the paragraph just above "competition".
    17        A.  Yes, I see it.
    18
    19   Q.   That is right?
    20        A.  I have nothing to say that it would be incorrect, yes.
    21
    22   Q.   Right.  So it is 6.1 per cent of sales worldwide?
    23        A.  In 1993.
    24
    25   Q.   Do you think that has changed then?
    26        A.  No, it goes up and down.  As I said, it varies between
    27        five and six per cent.
    28
    29   Q.   Just one final thing, I think this is the last question,
    30        although I might want to check in a second, page 153?
    31        A.  Yes.
    32
    33   Q.   There is a shot of your advertisement on this page or is
    34        this an example of an advertisement?
    35        A.  No, I believe that this was just used in the report.  I
    36        do not remember this as an advertising billboard or print
    37        ad.  I do not remember this one, no.
    38
    39   MS. STEEL:  OK, I think I have finished but if I could just have
    40        a minute to check?
    41
    42   MR. JUSTICE BELL:  Yes, sit down and take stock for a moment.
    43
    44   MR. JUSTICE BELL:  It would be a rather sexist ad if it was put
    45        out, would it not?  It assumes that fathers cannot cook.
    46        A.  I am afraid I further that image.
    47
    48   MR. MORRIS:  The budget for the real life ronald mcdonald's --
    49        when I say "real life", I mean the real life actors that go
    50        out into the community -- who pays for those?  Are they on 
    51        the permanent staff or what? 
    52        A.  In most cases it comes from the advertising budget of 
    53        the co-operative.
    54
    55   Q.   The regional co-operative?
    56        A.  Yes, the geographical co-operative, not the national
    57        but the local, yes, regional.
    58
    59   Q.   Are they mostly on a permanent basis, hired on a wage or
    60        whatever?

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