Day 045 - 03 Nov 94 - Page 63
1
2 MR. MORRIS: There is something while we are -- it is the tweens
3 market, I think it is tab 18 in volume VII. This is the
4 OPNAD Annual Report 1989.
5 A. Yes, I have it.
6
7 Q. If we just look at page 390, I want to point something out
8 under the 1989 Marketing Calendar Summary, yes, on the
9 left?
10 A. Yes, I have it.
11
12 Q. It was said that you would not use the word "bombardment"
13 but you do notice it says here: "McDonald's continued its
14 aggressive first quarter hamburger focus", and then under
15 paragraph: "After this dual burger barrage, customers of
16 all ages memorised the Menu Song just before playing
17 Scrabble at McDonald's in March and April". So, there are
18 militaristic terminologies used, are there not, in
19 advertising campaigns?
20 A. Obviously, they used this word in this particular piece
21 of copy. These are highlights that are written for the
22 licensees of McDonald's in the United States.
23
24 Q. At the top of the page: "McDonald's continued to
25 strengthen its No. 1 position among kids. In addition to
26 the ronald mcdonald theme and tween advertising, OPNAD
27 supported its kid business with the successful McNuggetts
28 Buddies, Disney Racers, Food Changeables, Garfield, Lego
29 and Rescue Ranger promotional Happy Meal". What do you
30 mean by "kid business"?
31 A. They are part of our business that is provided by
32 children. This would be the advertising to children. That
33 is, essentially, what I think within this context it means.
34
35 Q. Right. When it says, the first sentence: "McDonald's
36 continued to strengthen its No. 1 position among kids. In
37 addition to the ronald mcdonald theme and tween
38 advertising, OPNAD did those other things"?
39 A. Yes.
40
41 Q. So the tween advertising is part of the kid business, yes?
42 A. Yes, the tween advertising comes under the children's
43 marketing department.
44
45 Q. Right?
46 A. As an extension of those zero to seven and the eight to
47 14 year-old.
48
49 Q. So the "tween" figures have been included in your totals
50 for children's advertising?
51 A. Yes, in most cases it is included, if there is just one
52 category called "children".
53
54 Q. Then it says: "McDonald's kept kids' attention throughout
55 the year with the Little Gardener, Halloween, and Little
56 Mermaid continuity Happy Meal". That is part of your
57 general idea of keeping McDonald's in the forefront of
58 children's minds, yes?
59 A. That is correct. I believe all of these that are
60 mentioned are Happy Meals.
