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.

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