Day 300 - 14 Nov 96 - Page 45


     
     1        and lapsed users, and it has got the percentages for those
     2        groups of users who agree with the prompted suggestion
     3        "when the kids pester me to go".  But at the bottom of
     4        this page -- which, again, is headed by McDonald's logo --
     5        the very last thing on the page says: "Medium and light
     6        users respond more to pester power."
     7
     8        There are actually lots of references to "pester power"
     9        throughout the next few pages, or to responding to kids
    10        pestering, but I will not read them all out.
    11
    12   MR JUSTICE BELL:  I do not like the word "pester" in a family
    13        context, any more than I like the word "kids". But that is
    14        all beside the point.
    15
    16   MR. RAMPTON:   To be fair to the families, my Lord, it is not
    17        their word; it is the marketeers' word.
    18
    19   MR. JUSTICE BELL:  I had never thought of it as being pestered.
    20
    21   MR. RAMPTON:   Nor have I.
    22
    23   MR. JUSTICE BELL:  There we are.  That does not detract at all
    24        from -- what I treat it as is neither here nor there.
    25
    26   MS. STEEL:   Right, OK.  I have not got a burning love for the
    27        word, myself.
    28
    29   MR. JUSTICE BELL:  No.  You are making a perfectly valid point.
    30        I misjudged it earlier, or I misjudged your argument
    31        earlier.  I have heard just part of the argument so far.
    32
    33        Now, is there anything more you need to say on
    34        advertising?
    35
    36   MS. STEEL:   I think that is it, really.
    37
    38   MR. JUSTICE BELL:  Very well.  Is there anything more you want
    39        to say, Mr. Morris?
    40
    41   MR. MORRIS:   That is nothing I want to say, no.
    42
    43   MS. STEEL:   Can I just check something?   I was going to say
    44        this:  we want to rely on the admissions made in the
    45        McDonald's Behind the Arches, the John Love book, which is
    46        recommended reading by McDonald's.  Those education packs
    47        that we asked Mr. Preston about recommend this as a source
    48        of information about McDonald's.  On page 418, there is a
    49        reference to:
    50
    51        "Hamburgers, french fries and milkshakes are an integral
    52        part of American culture, but they were not mass marketed
    53        in most foreign countries.  Indeed, in Japan and other
    54        Far Eastern countries, McDonald's was faced not only with
    55        the task of introducing the hamburger, but with an even
    56        more fundamental challenge of establishing beef as a common
    57        food."
    58
    59        That obviously relates to the nutrition part and promoting
    60        unhealthy food.

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