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

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