Day 247 - 10 May 96 - Page 38
1 been working with McDonald's in the UK since 1986 when they
2 took over the account from Saatchi and Saatchi.
3
4 Advertising is a significant part of McDonald's business.
5 It is the most visible way in which the Marketing Strategy
6 is displayed and has a role to play not in only in the
7 short-term (driving promotions and special offers) but in
8 the long term development of the brands."
9
10 Do you agree with all that? Is all that true?
11 A. Yes, I would say it is true.
12
13 Q. There are quite a few mention of brands and I asked you
14 about brands awareness before. Basically, the purpose of
15 that, the idea of brand awareness, is to keep a product, or
16 the name of the company, consistently in the public's mind
17 and thereby encourage the public to buy or use the
18 Company's products?
19 A. I think that is a fair assessment, yes.
20
21 Q. Right, and part of the idea is to connect a name, such as
22 McDonald's, with something distant from McDonald's but when
23 people see or hear of that thing, they read about it and
24 think of McDonald's?
25 A. You lost me, I am sorry?
26
27 MR. JUSTICE BELL: What do you mean by "distance from
28 McDonald's"? I think that is what may puzzle Mr. Preston.
29
30 MS. STEEL: I am trying to think of a better way of putting it.
31 Distance may not be the right word but, say, something that
32 is not necessarily belonging to McDonald's, but, I do not
33 know if I can explain it.
34
35 MR. JUSTICE BELL: If you have a big point to make, make it.
36 I think I have got the feel for what "brands" means and
37 what its importance is.
38
39 MS. STEEL: Yes.
40
41 MR. JUSTICE BELL: Unless there is something new you think it
42 raises.
43
44 MS. STEEL: OK, we will leave that.
45
46 MR. MORRIS: Coming onto the section headed: "McDonald's
47 Healthy Eating Policy" in this document. I do not know
48 where that is in yours?
49 A. I have got it.
50
51 MR. JUSTICE BELL: It is a separate section.
52
53 MR. MORRIS: Those two pages there summarise that policy. Would
54 you accept that? Just cast your eye over it, please?
55 A. Yes.
56
57 MR. JUSTICE BELL: I would work on the basis that all this
58 portrays what McDonald's thought and how it saw itself and
59 its activities as at the end of 31st December 1993, because
60 it was putting it out to students, so I do not think you
