Day 045 - 03 Nov 94 - Page 62
1 A. Yes, that is it how I read the chart.
2
3 MR. JUSTICE BELL: Do you treat changes of, say, one, two or
4 three per cent as significant in marketing terms?
5 A. No. Usually, each survey has a range of significance
6 depending on the number of people that they use, but in
7 most cases anything under two or three per cent is open to
8 air for the survey.
9
10 MS. STEEL: I have finished on the chart now.
11
12 MR. JUSTICE BELL: Yes, very well.
13
14 MR. MORRIS: We will try to deal with a few bits and pieces then
15 leave any substantial stuff until the morning. Are you
16 aware that there have been surveys on the effects of
17 advertising on children as remembering or being affected by
18 advertising as opposed to adults?
19 A. I am sure there are surveys that take place.
20
21 Q. Are you aware that there are surveys which show that
22 children can be three times as impressionable as adults;
23 they remember an advert?
24 A. I have not specifically -----
25
26 Q. Or respond to an advert more?
27 A. I have not specifically seen those surveys.
28
29 Q. But what would be your view as an expert in this field or
30 someone in this field?
31 A. Within what context?
32
33 Q. Would that be a fair comment, that children are three times
34 as impressionable as adults or three times as more likely
35 to respond to the message?
36 A. I would not know whether that would be fair or unfair.
37
38 Q. What would you know then, what would be your view as a
39 marketeer?
40
41 MR. JUSTICE BELL: You may be a bit thrown by the three times,
42 because it is difficult to see just what three times
43 means. Do you have a view as to whether children are more
44 impressionable so far as advertisements are concerned?
45 A. This might be a better question to someone who works in
46 this area on a day-to-day basis. My own personal point of
47 view is that, certainly, children view the advertising
48 differently than adults would view the advertising. As far
49 as "impressionable", these are first impressions that a
50 child has of things as he grows up. So, from that
51 perspective their impressions would be new. But it is
52 difficult for me to really comment, because I have not read
53 a substantial amount in this area and have relied upon any
54 expertise in this area of people that are in the children's
55 marketing department.
56
57 MS. STEEL: So advertising might help to form the views of
58 children?
59 A. It certainly would be part of how they form their
60 views, yes.
