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.

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