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

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