Day 044 - 02 Nov 94 - Page 33

     
     1        sometimes take part in meetings where the feedback is
     2        analysed, or whatever.  Does that happen in the States?
     3        A.  Yes, in a general degree.  This happens mostly on a
     4        local level.  ronald mcdonalds in the United States are
     5        employed by local co-operatives or geographical area
     6        stores.  So whoever is supervising them, which is usually
     7        someone with the advertising agency, would get feedback of
     8        the different visits and if there were any suggestions that
     9        Ronald had.
    10
    11   Q.   I am just trying to see if the children are feeding into
    12        the way the ads are put over or the content, through that
    13        method in some way?
    14        A.  I do not remember any specific comments coming back
    15        through ronald mcdonald input or the actors, obviously, who
    16        are playing ronald mcdonald, but it is not inconceivable
    17        that we have had some input that would say they would like
    18        to see Ronald more magical, or certain traits that Ronald
    19        might have; yes.
    20
         Actually, thinking about it, the age may be a little high
    22        at eight.  I think we also talk to children who are a bit
    23        younger; it may be five or six.  But it is somewhere in
    24        that range: six, seven, eight.
    25
    26   Q.   That relates to regional.  How would that work for national
    27        feedback?
    28        A.  Most of that information is gathered by the advertising
    29        agency and, in some cases, there might be some done through
    30        our Research department.  But, to the best of my
    31        recollection, most of these kinds of group discussions take
    32        place in and are administered by the advertising agency.
    33
    34   Q.   As far as the ronald mcdonald type feedback stuff, how
    35        would that be co-ordinated?
    36        A.  Once in a while, about every two years, we do have a
    37        Ronald convention, which is a convention of the Ronald
    38        McDonald people who play ronald mcdonald throughout the
    39        country.  I know that there are some feedback sessions that
    40        happen where you might just have a question and answer
         period:  "Do you have any suggestions that you would like
    42        to see or you would like made?"
    43
    44   Q.   That is not just like a fun occasion; it is actually a
    45        discussion?
    46        A.  Yes.  These are pretty much formal events.  It does not
    47        take place exactly every two years, but it is about every
    48        two years.
    49
    50   Q.   Would there be a report produced by that convention that 
    51        goes to the board, or anything like that? 
    52        A.  No, not really, but any suggestions that had merit 
    53        would probably be incorporated either into any performances
    54        or recommendations for performances that Ronald might have.
    55
    56   Q.   So you would take the views of the children expressed
    57        through the ronald mcdonald actors, you would take them
    58        seriously in some way?
    59        A.  Yes.
    60