Day 012 - 18 Jul 94 - Page 58


     
     1   Q.   "We will be cancelling the remaining five insertions on
              the February schedule and all of the March schedule. The
     2        six ads to which we are committed for February (and one
              must read in there 1988) are list below.  Better Homes &
     3        Gardens - Calcium; Family Circle - For Real; Good
              Housekeeping - We Shop; Parents - We Shop; Weight Watchers
     4        - Calcium; Women's Day - TFAD" -- what does that stand
              for?  It does not matter.  "All the above ads will appear
     5        in a one page format and have received legal approval from
              McDonald's.  The Agency will re-evaluate the 1988 media
     6        plan against the objective of cutting it back to deliver
              the same number of GRP's delivered by the 1987 plan.  (931
     7        GRP's)", what are those things?
              A.  They stand for "Gross Rating Points" and they define,
     8        the number of those points define how much, how far, how
              much reach there is in the advertisement; how many people
     9        the advertisement reaches and with what intensity.
 
    10   Q.   Is 931 gross rating point a good score or a bad one or an
              average?
    11        A.  I am not sure if it is good or bad.  It is how much
              money -- it reflects how much you are purchasing in terms
    12        of how long you are going to run the ad and with how much
              intensity.  I am not sure how to answer that question.
    13
         MR. JUSTICE BELL:  None of those six ads are the ones to which
    14        the three allegations made related, are they?
              A.  The three specific ones, no.
    15
         MR. RAMPTON:  Well, my Lord -----
    16        A.  Although they are part of the overall campaign.
 
    17   MR. RAMPTON:  The milk one "For Real", if your Lordship turns
              over the next page, it is the first page of the milk
    18        advertisement to which objection was taken.
              A.  Yes, I was incorrect.
    19
         MR. MORRIS:  It did not include the objectionable phrases.
    20
         MR. JUSTICE BELL:  Well, do we know that?  Where do we get that
    21        from?
 
    22   MR. MORRIS:  Because in the original ads there were two pages
              and it was the second page which stated the ingredients of
    23        a milk shake that was being objected to, as they were not
              accurate.
    24
         MR. JUSTICE BELL:  Yes, but where do I get that the second page
    25        was not there?
  
    26   MR. MORRIS:  Because these are the ones that were re-advertised 
              at the back of that document. 
    27
         MR. JUSTICE BELL:  You say that.
    28
         MR. MORRIS:  That is the evidence we have been given.
    29
         MR. JUSTICE BELL:  I know it is, but it does not necessarily
    30        follow that the documentation is complete.  What I want to
              know, if I can express it openly, is that there was a

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