Day 037 - 14 Oct 94 - Page 12
1 direct marketing, direct mail, where there the advertising
2 costs are indeed very high because they, essentially, are
3 the same as another industry's retail costs, for example.
4 A direct mail company does not have high street shops;
5 therefore, it can afford to spend more money promoting
6 itself. But five per cent I would consider to be very
7 high for this type of industry.
8
9 Q. Much of this advertising obviously is not in this country,
10 that budget.
11
12 MR. JUSTICE BELL: I do not want to take you off your line, but
13 I really am most interested in the specifics. In fact,
14 your own witness has tried to steer it in that direction a
15 few minutes ago. Do take any general point.
16
17 MR. MORRIS: Just the last general point: Is there an effect
18 on the culture of a country, its volume?
19 A. Yes.
20
21 Q. Or can there said to be?
22 A. I would put it more strongly than that. I would say
23 it is an essential part of McDonald's marketing platform
24 to alter the culture of entire nations, and I think there
25 is no disputing that that is one of their objectives.
26 I would like to introduce at this point my reason for
27 saying that, which is a book that I read a number of years
28 ago, certainly before this whole action started, which I
29 understand has been entered into the court called
30 "McDonald's: Behind the Arches". There are a number of
31 quotations from that I would like to briefly discuss, if
32 I may?
33
34 Q. I do not know whereabouts in the court files it is. It
35 might be useful -- it is in the Defendants' documents
36 somewhere. I do not know if the index covers our
37 document.
38
39 MR. JUSTICE BELL: Shall I take that on the same basis that
40 I took ------
41
42 MR. RAMPTON: My Lord, these are probably what the witness is
43 referring to, I do not know.
44
45 MS. STEEL: They look like it.
46
47 MR. JUSTICE BELL: On the same basis that I have got
48 Dr. Barnard's book; if I mark it I will mark it in pencil.
49
50 MR. RAMPTON: It may be, my Lord, without being suspected of
51 trying to bribe the judiciary, we can give you one.
52
53 MR. JUSTICE BELL: I am only going to read those bits I am
54 specifically referred to by Mr. Morris, Ms. Steel or
55 yourself, Mr. Rampton.
56
57 MR. RAMPTON: Your Lordship can make whatever marks or comments
58 on it you think fit. Can I pass one up for the witness?
59
60 MR. MORRIS: He has got our copy. We do not want to spend too
