Day 012 - 18 Jul 94 - Page 58
1 Q. "We will be cancelling the remaining five insertions on
the February schedule and all of the March schedule. The
2 six ads to which we are committed for February (and one
must read in there 1988) are list below. Better Homes &
3 Gardens - Calcium; Family Circle - For Real; Good
Housekeeping - We Shop; Parents - We Shop; Weight Watchers
4 - Calcium; Women's Day - TFAD" -- what does that stand
for? It does not matter. "All the above ads will appear
5 in a one page format and have received legal approval from
McDonald's. The Agency will re-evaluate the 1988 media
6 plan against the objective of cutting it back to deliver
the same number of GRP's delivered by the 1987 plan. (931
7 GRP's)", what are those things?
A. They stand for "Gross Rating Points" and they define,
8 the number of those points define how much, how far, how
much reach there is in the advertisement; how many people
9 the advertisement reaches and with what intensity.
10 Q. Is 931 gross rating point a good score or a bad one or an
average?
11 A. I am not sure if it is good or bad. It is how much
money -- it reflects how much you are purchasing in terms
12 of how long you are going to run the ad and with how much
intensity. I am not sure how to answer that question.
13
MR. JUSTICE BELL: None of those six ads are the ones to which
14 the three allegations made related, are they?
A. The three specific ones, no.
15
MR. RAMPTON: Well, my Lord -----
16 A. Although they are part of the overall campaign.
17 MR. RAMPTON: The milk one "For Real", if your Lordship turns
over the next page, it is the first page of the milk
18 advertisement to which objection was taken.
A. Yes, I was incorrect.
19
MR. MORRIS: It did not include the objectionable phrases.
20
MR. JUSTICE BELL: Well, do we know that? Where do we get that
21 from?
22 MR. MORRIS: Because in the original ads there were two pages
and it was the second page which stated the ingredients of
23 a milk shake that was being objected to, as they were not
accurate.
24
MR. JUSTICE BELL: Yes, but where do I get that the second page
25 was not there?
26 MR. MORRIS: Because these are the ones that were re-advertised
at the back of that document.
27
MR. JUSTICE BELL: You say that.
28
MR. MORRIS: That is the evidence we have been given.
29
MR. JUSTICE BELL: I know it is, but it does not necessarily
30 follow that the documentation is complete. What I want to
know, if I can express it openly, is that there was a
