Day 041 - 28 Oct 94 - Page 31

     
     1   Q.   Second, perhaps it is obvious, but do you have a view about
     2        why the word "decide" is put in inverted commas there?
     3        A.  It is, I think, an association.  It is almost a debate
     4        that takes place between the adult and the child.
     5        Actually, the adult still does ultimately decide where to
     6        go; the child is the influence.
     7
     8   MR. JUSTICE BELL:  The adult decides but the child's influence
     9        has been the determining factor?
    10        A.  It may be the determining factor, yes.
    11
    12   MR. RAMPTON:  If I have understood what you have told us
    13        correctly, you hope that influence may determine the
    14        parents to decide to go to McDonald's rather than Burger
    15        King?
    16        A.  That is correct.
    17
    18   Q.   Can we just have a look at the next bit:  "Happy Meals. The
    19        children's Happy Meals are a very successful program for
    20        McDonald's".  Are they successful here?
         A.  Yes, they are successful here.
    22
    23   Q.   "The Happy Meal includes a special theme package - a
    24        hamburger, cheeseburger or six-piece Chicken McNuggets; a
    25        small order of fries; any desired beverage; and a premium -
    26        all for a special price".  Is that what a Happy Meal is in
    27        this country too?
    28        A.  Yes.  Sometimes there may be a slight additional charge
    29        if a beverage or extra beverage is required, a much more
    30        expensive one, but that is basically it, yes.
    31
    32   Q.   So you might get a fizzy drink with your Happy Meal but not
    33        a big milk shake?
    34        A.  Correct, you can pay the difference.
    35
    36   Q.   "It's targeted at our younger audience, which reinforces
    37        the theme of our children's advertising by paying off on
    38        the promise that McDonald's is a fun place to go.
    39        Suggestive-selling Happy Meals to parents is a very
    40        important way to increase adults' and children's loyalty to
         this promise.  Remember, we suggestive-sell only to
    42        parents, never to children, and never in front of
    43        children.  Be discreet."  Two things about that:  Do those
    44        principles also apply in this country?
    45        A.  Yes, they do.
    46
    47   Q.   What do you understand "suggestive-selling of Happy Meals
    48        to parents" to involve?
    49        A.  That at the point of ordering, it would be suggested to
    50        the parents that they may wish to purchase a Happy Meal for 
    51        their child. 
    52 
    53   Q.   I see.  Turn over some pages, please, Mr. Hawkes, to page
    54        153.  In the right-hand column there is a big black
    55        headline underlined, "In-store LSM Activities"; what is
    56        "LSM"?
    57        A.  It is short for "local store marketing".
    58
    59   Q.   Then we see, "ronald mcdonald personal appearances".  These
    60        are not appearances on telly; these are appearances at the