Day 025 - 16 Sep 94 - Page 50
1 dated 2nd December 1987: "Product: Nutrition"?
2 A. I am sorry, "Product", yes, sir, it does.
3
4 Q. It does. Dated December 2nd 1987?
5 A. Yes, sir.
6
7 Q. Can I ask you to keep that open and at the same time have
8 ready pink volume VI A because I am going to go back to
9 that? I will just read it to you. "Date:
10 December 2nd 1987. Product: Nutrition Print. This
11 reports a conversation between Joanna Hughes, Thom Kettle
12 and David Green" -- Janet Hughes, I think, is Leo Burnett
13 and David Green, we know, is McDonald's -- "on Tuesday,
14 December 1 at McDonald's. Re. First Quarter Nutrition
15 Budget". Do you agree with me that in a document dated
16 December 2nd 1987 we must be talking about the first
17 quarter of 1988?
18 A. I think he says that, does he not?
19
20 Q. He does, does he not. "This confirms the Client's
21 decision to cut back the Nutrition print budget for first
22 quarter 1988. Specifically, because we are already
23 committed to six February insertions", that is February
24 1988. "We will be cancelling the remaining five
25 insertions on the February schedule and all of the March
26 schedule.
27
28 The six ads to which we are committed for February are
29 listed below. Better Homes & Gardens - Calcium; Family
30 Circle - For Real; Good Housekeeping - We Shop; Parents -
31 We Shop; Weight Watchers - Calcium; Women's Day - TFAD".
32 I cannot think for the life of me think what that is for
33 the moment. Can anybody help me?
34
35 MR. MORRIS: It is one of the adverts, a heading of one of the
36 ads; I cannot remember which one it is.
37
38 MR. RAMPTON: I cannot remember which it is either. It says:
39 "All the above ads will appear in a one page format and
40 have received legal approval from McDonald's. The Agency
41 will reevaluate the 1988 print media plan against the
42 objective of cutting it back to deliver same number of
43 GRPs delivered by the 1987 (931 GRPs). This may require
44 additional minor reductions during the balance of the
45 year".
46
47 Mr. Gardner, this document tells us, does it not, if it is
48 to be believed, that at least until the meeting on
49 1st December 1987 a large part of this advertising
50 campaign was planned to run into at least the first
51 quarter of 1988?
52 A. A large part of what advertising campaign?
53
54 Q. A significant proportion of the advertising campaign to
55 which you had objected was planned to continue into the
56 first quarter of 1988?
57 A. From this I cannot tell you. As you have pointed out,
58 the ad described as "Calcium" might have been a one or two
59 page ad in the previous memoranda. That two page ad is a
60 significantly different ad from the one page ad. As
