Day 300 - 14 Nov 96 - Page 21


     
     1        like the magazine that we heard about that McDonald's do
     2        which gets delivered to every home in the USA, or something
     3        like that.  I can't remember.  Well, it goes into millions
     4        of homes over the USA.  I cannot actually remember
     5        specifically what it was about.
     6
     7        Then all the other various promotional activities and other
     8        means of advertising.  But these are really just the, you
     9        know, minimum figures.
    10
    11   MR. MORRIS:   These are the figures that are specifically only
    12        to kids; not the cross-over time which is also relevant,
    13        obviously, it is also kids' advertising, but this is solely
    14        to kids.  Kids are still targeted the rest of the time,
    15        except for the adverts that are solely to adults.
    16
    17   MR. JUSTICE BELL:   Is that the last in that bundle then?
    18
    19   MS. STEEL:   Yes, it is, yes.
    20
    21   MR. JUSTICE BELL:   Of your extra bits.
    22
    23   MS. STEEL:   Just some things from Mr. David Green's evidence.
    24        The senior vice president of marketing for McDonald's USA,
    25        Mr. Green said that -- I think it was at that time, which
    26        was in 1994, when he gave evidence -- 780 million dollars
    27        annually were spent in the USA alone on advertising.
    28        Actually, it was him who agreed that McDonald's had
    29        pioneered unusual marketing methods which had been copied
    30        by others.  That was day 46, page 61, I think line 35.
    31
    32        Mr. Green said that both adults and children would see
    33        several McDonald's advertisements every week.  I think he
    34        said that adults would see on average between three and
    35        four advertisements, McDonald's advertisements, a week, and
    36        children would see on average between two or three, but we
    37        have not actually been given any figures of how often the
    38        advertisements were in fact shown.  Obviously, they had to
    39        be shown more times than that for those to be the
    40        averages.  I think that the children's ads he was referring
    41        to there were of children aged up to eight, but they might
    42        actually be -- I think that was on day 46, page 31, or it
    43        might actually be page 3.  Sorry, my notes are a real mess
    44        on this -----
    45
    46   MR. MORRIS:   I think it is page 3, line 1.
    47
    48   MR. JUSTICE BELL:  It is 3, is it?
    49
    50   MS. STEEL:   I think so.  Obviously, on top of that the figures
    51        do not include all the ads that are shown at times when
    52        both adults and children will be watching, which would be,
    53        you know, probably categorised as adults' advertisements by
    54        the company even though they would make an impression on
    55        the children that were watching them.  Mr. Green actually
    56        agreed that children up to age eight were impressionable.
    57        That was on day 44, page 43, line 24.
    58
    59        So, hopefully, Mr. Rampton will not bother with his line
    60        any more about advertising not really having any greater

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