Day 043 - 01 Nov 94 - Page 66
1 clear on that) was the milk shake ad because there had been
2 an error in that ad.
3
4 Q. I think Mr. Hawkes accepted that, with hindsight, the words
5 which suggested that there was only, I forget, a stabilizer
6 in the syrup were inaccurate, because there was some kind
7 of preservative also in there, something of that kind. You
8 think that advertisement has broadly changed as a
9 consequence, do you?
10 A. I have some recollection that that advertisement was
11 changed but the others ran and, in fact, I think we
12 continued the campaign for not only a number of months but
13 for a few years.
14
15 Q. Yes. Can you pick up the coloured original you have there,
16 please, and turn back to that page near the beginning
17 headed "Advertising Breaks January 18th"? I would like you
18 to look at the bottom paragraph, the last paragraph on that
19 page 101, remembering always this is internal information,
20 this is not a public statement. "The ads will appear in
21 the other consumer magazines in either February or March.
22 The first insertion in each book will be a two-page ad.
23 Further insertions will include the first page only". Do
24 you remember that?
25 A. Yes, that was the media strategy.
26
27 Q. Yes. Can you, please, then turn in your file to tab 35 on
28 page 180, attached to a memorandum from, I think, Leo
29 Burnett of 2nd December 1986 which we can see from 185 was
30 sent to you, amongst others. On page 180, which is the
31 last page of that particular communication, we see the copy
32 of the schedule for the first quarter of 1987. Do you see
33 that?
34 A. Yes, on page 180.
35
36 Q. Do you think that those would have been one-page or
37 two-page versions at that stage?
38 A. It is my recollection that the majority would be
39 two-page.
40
41 Q. Yes. Then please turn over the page and you should find on
42 181 another memo from Leo Burnett dated 13th January 1987,
43 month and a bit later. Again it is addressed to you:
44 "Dear David, please find attached our recommended copy
45 rotation schedule for the second quarter. We also
46 recommend a change in our in our March newsweekly copy
47 schedule". Then if you turn over to page 183, we see the
48 first quarter. I do not know whether it is an exact
49 repetition -- in fact, it may not be -- but also we see the
50 second quarter, yes?
51 A. Yes.
52
53 Q. Do you see that some of the advertisements are underlined
54 and some are not? Do you see that?
55 A. Yes, I do.
56
57 Q. Do you know, can you remember, what the significance of the
58 underlinings is or was?
59 A. I cannot be absolutely sure. I saw this a little bit
60 earlier, and I think it was because they were the two-page
