Day 041 - 28 Oct 94 - Page 37

     
     1                                                     2.00 p.m.
     2
     3   MR. RAMPTON:  Mr. Hawkes, two questions, not one.  I beg your
     4        pardon.  Are you familiar with a phenomenon known, so far
     5        as television advertising is concerned, as cross-over time?
     6        A.  Yes, I am.
     7
     8   Q.   What do you understand it to mean?
     9        A.  I understand that it is early evening air time where
    10        you can stand the chance of being able to show your
    11        commercial where both adults and children are watching.
    12
    13   Q.   At what times of the day, broadly speaking, are the two
    14        categories of McDonald's advertising that we have seen
    15        targeted?
    16        A.  Broadly speaking, you will find the adult advertising
    17        from early evening through until late night with some -----
    18
    19   Q.   "Early evening" means when?
    20        A.  6 o'clock, 6.30, that type of time, a fair bit of it is
         also in peak which is -- it varies by channel, but it is
    22        between 7.00 and 9.00, 7.00 and 10 o'clock.  The children's
    23        advertising, the Ronald advertising, is in as we determine
    24        to be pure children's air time which is in the afternoons
    25        and may be Saturday mornings/Sunday mornings.
    26
    27   Q.   So a nine year-old who happened to be up watching, let us
    28        say, East Enders at 7.30 on a weekday evening would see the
    29        adult advertising?
    30        A.  That is correct.
    31
    32   Q.   The final question is this:  The advertising which we have
    33        seen on the screen in court is composed by whom?
    34        A.  Leo Burnett.
    35
    36   Q.   The agency?
    37        A.  The agency, yes.
    38
    39   Q.   You told us that it is prevetted by the BACC.  This,
    40        I know, may seem an obvious question.  Is it vetted also by
         McDonald's themselves?
    42        A.  Oh, yes, very much so; it has to have our approval at
    43        every stage.
    44
    45   MR. RAMPTON:  Thank you.  Please remain there.
    46
    47                   Cross-examined by the Defendants
    48
    49   MR. MORRIS:  Just a few preliminary questions:  McDonald's is a
    50        vast multi-national corporation based in America; is that 
    51        correct? 
    52        A.  Yes, it is. 
    53
    54   Q.   You are representative of the UK subsidiary?
    55        A.  Yes, of the marketing.
    56
    57   Q.   The marketing section.  Obviously, we will be asking David
    58        Green but, as a UK person, are you aware of a systematic
    59        approach by the corporation to its marketing strategy?
    60        A.  Systematic approach to its marketing strategy?