Day 042 - 31 Oct 94 - Page 22


     
     1
     2   Q.   Can you explain, then, the differences?
     3        A.  For a short-term promotion, which may be lasting for
     4        four weeks, the promotion may last for four weeks, we just
     5        may run that particular commercial for two weeks.
     6
     7   Q.   Right.
     8        A.  Obviously, the communication in that commercial is
     9        dated once the promotion is finished.  If we are making a
    10        commercial such as that shopping commercial that you talked
    11        about earlier, that has a much longer life, and we may run
    12        it for a period of two or three years, perhaps, but not
    13        continually; it would be in maybe two, three or four week
    14        bursts of advertising.
    15
    16   Q.   So there is no set length of how long an ad is going to be
    17        run for?
    18        A.  No.  It could be run, depending on the ad.
    19
    20   Q.   Does that apply to children advertisements, as well?
    21        A.  Yes, it does.
    22
    23   Q.   The school ad that was showing a child's first day at
    24        school, when was that one made, or when was it first shown?
    25        A.  It would probably be -- do not hold me to this -- it
    26        has to be about three or four years ago.
    27
    28   Q.   How long was that one run for?
    29        A.  I do not know.  Probably, it was on and off for a
    30        couple of years.
    31
    32   Q.   You mentioned about how, as McDonald's became more mature,
    33        I think you said that there needed to be less awareness
    34        building of Ronald amongst adults; do you remember?
    35        A.  Yes.  Something like that I said, yes.
    36
    37   Q.   I was not sure what that meant, so could you explain that?
    38        A.  Well, all it was, obviously, when we first arrived in
    39        this country, people knew nothing about McDonald's at all
    40        in any aspect, including ronald mcdonald, and the adults
    41        indeed, themselves, did not know anything about Ronald.  So
    42        it was important to not only speak to children about
    43        Ronald, but to have the adults understand what this
    44        character represented, as well.  Now, as time goes on and
    45        as children grow up and become themselves, so their general
    46        level of awareness of Ronald is there, without having to
    47        advertise it the whole time to them.
    48
    49   Q.   When you were trying to build awareness of McDonald's
    50        amongst adults, did that mean that you put on Ronald 
    51        advertisements during adults' viewing time? 
    52        A.  It came out in that debate, yes, about cross-over.  It 
    53        is very -- the time when one believes that the family is
    54        sitting down together, watching television.
    55
    56   Q.   So early evening?
    57        A.  Yes.
    58
    59   Q.   Were the advertisements actually pitched at adults or were
    60        they pitched at children with-----

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