Day 043 - 01 Nov 94 - Page 08
1 A. Yes. That is my business address.
2
3 Q. We do not, I think, need to trouble you for your home
4 address. You are a senior Vice President of Marketing of
5 McDonald's Corporation?
6 A. Yes.
7
8 Q. Are you the only one, or is there more than one?
9 A. I am the only senior Vice President.
10
11 Q. When did you join McDonald's Corporation?
12 A. In 1972.
13
14 Q. That is 24 years ago -- 22 years ago, I beg your pardon.
15 A. That is correct.
16
17 Q. How old were you at the time when you joined McDonald's?
18 A. I think I was 27.
19
20 Q. Had you had any previous employment?
21 A. Yes. I worked for an advertising agency and I also
22 worked for Westing House Broadcasting Company.
23
24 Q. In what capacity?
25 A. With Westing House Broadcasting, I was in their
26 advertising and promotion department of a local radio
27 station.
28
29 Q. Are you in charge of McDonald's Advertising in the
30 United States?
31 A. That is correct.
32
33 Q. Has your whole professional life been spent in advertising?
34 A. Advertising and promotion and marketing.
35
36 Q. Roughly speaking, Mr. Green, can you give us a figure, a
37 percentage, for the proportion of its annual sales that the
38 Corporation spends on advertising and promotion?
39 A. You mean the Corporation, you mean the system in the
40 United States?
41
42 Q. Yes, the system.
43 A. It is somewhere in the neighbourhood of about five and
44 half per cent, somewhere between five and six; it depends
45 on the year.
46
47 Q. You should be able to find behind you in those shelves one
48 yellow volume VI called Advertising and one pink
49 volume VII. If you open the yellow one at tab 2, you
50 should find the statement made by you for the purposes of
51 these proceedings. Do you?
52 A. Yes, I do.
53
54 Q. I hope that, behind that, you should find a document that
55 looks like that, that I think you brought with you from
56 America when you came over?
57 A. Yes.
58
59 Q. What is that document? It is headed "100 Leading National
60 Advertisers"?
