Day 043 - 01 Nov 94 - Page 71
1 Hughes a Leo Burnett person?
2 A. Yes.
3
4 Q. It is said to report a conversation between her,
5 Thom Kettle and David Green -- that is you?
6 A. Yes.
7
8 Q. On Tuesday, 1st December, at McDonald's, that is 1987.
9 I suppose it is unreal to suggest that you might remember
10 that conversation?
11 A. I do not remember the specific conversation, no.
12
13 Q. It is headed: "Re. First Quarter Nutrition Budget. This
14 confirms the Client's decision to cut back the Nutrition
15 print budget for first quarter of 1988. Specifically,
16 because we are already committed to 6th February
17 insertions", that must be February 1988, must it not, "we
18 will be cancelling the remaining five insertions on the
19 February schedule and all of the March schedule.
20 The six ads to which we are committed for February are
21 listed below", it gives the magazine and then it gives the
22 title of the ad, does it not?
23 A. Yes, and I remember that we had a bit of a budget cut
24 back and this was one of the campaigns that was cut back at
25 the time.
26
27 Q. Yes, at the beginning of 1988?
28 A. That is correct.
29
30 Q. "All the above ads will appear in a one page format and
31 have received legal approval from McDonald's". Can you
32 remember at this distance of time why it is that Joanna
33 Hughes should have recorded that McDonald's had received
34 legal approval or had given legal approval for the ads?
35 A. It probably was the same as we talked about before,
36 that the campaign had received this kind of effort from not
37 only our legal department but also from Leo Burnett's.
38
39 Q. Then it ends up: "The Agency will re-evaluate the 1988
40 print media plan against the objective of cutting it back
41 to deliver the same number of GRPs delivered by the 1987
42 plan which is 931 GRPs. This may require additional minor
43 reductions during the balance of the year". Remind me,
44 please, Mr. Green, because I have forgotten, what GRPs are?
45 A. Again, it is a gross rating point, so you would in this
46 connection, if our target audience was 18 to 49, which it
47 probably was, you would look at the rating services for
48 magazines, as to how many people would read a particular
49 magazine. By adding them together, you would find out what
50 the gross rating points for this particular campaign were
51 during any period of time.
52
53 Q. Can you tell us from reading this document what the reason
54 was, why the campaign, if I can call it, finally came to an
55 end or was due to come to an end in February 1988?
56 A. I think that is the time that it had been committed for
57 more than anything else, and we moved on to other campaigns
58 or went to other, not only other print campaigns, but other
59 advertising campaigns.
60
