Day 044 - 02 Nov 94 - Page 11

     
     1        decision-making process for a child when he is going to go
     2        out to eat, that is where we want them to have as a
     3        top-of-mind awareness that they go to McDonald's.  Should
     4        they wish to go out to McDonald's versus staying at home,
     5        that would be something that obviously they would discuss
     6        with their parent.  But that is not, again, the target of
     7        the advertising that we do.
     8
     9   MR. MORRIS:  In your statement, you said that you work with
    10        marketing directors outside the USA in shaping the
    11        company's international advertising and promotional
    12        messages.  How does that happen then?  How do you all work
    13        together at international level?  Do you have a meeting?
    14        A.  Yes.  There are meetings maybe once or twice a year
    15        where all of the international marketing people come
    16        together.  It is usually in the United States.  At that
    17        time, I might give a speech as to what we are doing in the
    18        United States, the programmes and the advertising and the
    19        strategies that are taking place there.
    20
    Q.   As senior Vice President, are you the co-ordinator of those
    22        meetings?
    23        A.  No.  There is a gentleman who is in charge of
    24        international marketing who is the co-ordinator.
    25
    26   Q.   Who is that person?
    27        A.  His name is Don Dempsey.
    28
    29   Q.   Don Dempsey?
    30        A.  Yes.
    31
    32   MR. MORRIS:   So if we go back to at that annual report quote,
    33        we will notice-----
    34
    35   MR. JUSTICE BELL:  It would help if I get it absolutely clear in
    36        my mind what the quote is from.
    37
    38   MS. STEEL:   It is the 1992 annual report.
    39
    40   MR. JUSTICE BELL:  It has "investor review" at the bottom on
         some pages.  In fact, on the page in question it has that.
    42
    43   MS. STEEL:   The front page is actually not very good; page 96
    44        is not a very good photocopy.  I have a copy of the
    45        original.  Above the first line that you can read on the
    46        first page, it says:  "Dear fellow shareholders", and then
    47        at the end of the first paragraph-----
    48
    49   MR. JUSTICE BELL:  I do not have that at all on my sheet.
    50 
    51   MS. STEEL:  At the end of the first paragraph, the last line 
    52        says "also accounts for our success".  It then has, in a 
    53        different colour writing:  "McDonald's 1992 Annual Report".
    54
    55   MR. JUSTICE BELL:  Can you hold yours up?
    56
    57   MS. STEEL:  I have not got it with me, but I can bring it
    58        tomorrow, if necessary.  Maybe it says on the -- yes, it
    59        says on the index at the front, anyway.
    60