Day 044 - 02 Nov 94 - Page 38

     
     1   MR. RAMPTON:   Which was?
     2
     3   MR. RAMPTON:  1991.  It says on the front sheet.  1990/91 is
     4        what the front page tells us.
     5
     6   MR. MORRIS:  So these 28 million copies, did they go to all
     7        countries or most countries?
     8        A.  Well, I am familiar with it being distributed in the
     9        United States and in Canada.  I am not familiar as to what
    10        other countries distribute it, but I am sure that it is
    11        distributed in the United States and Canada.
    12
    13   Q.   It was free; yes?
    14        A.  Yes, it was handed free.
    15
    16   Q.   Was it handed by staff to every child that came in, or how
    17        was it distributed?
    18        A.  The restaurant would sort of make a decision on how it
    19        would want to distribute it.  Sometimes it was left on the
    20        counter and you could pick one up, and sometimes it was
         given when they noticed that a child was in the restaurant.
    22
    23   Q.   It says in the last paragraph:  "Where do 28 million copies
    24        per year go?  Into the homes as a constant reminder of
    25        McDonald's."  Why is it important for children to have a
    26        constant reminder of McDonald's?
    27        A.  Well, when a child wants to make a decision as to where
    28        he would like to go out, it is important that he consider
    29        McDonald's -- he or she consider McDonald's -- yes.
    30
    31   Q.   Is that the same idea with the advertising, to reach the
    32        child as often as possible, to keep it in the forefront of
    33        the child's mind?
    34        A.  Well, I think that certainly is part of it.  But,
    35        mostly, the advertising is to entertain and to engender
    36        good feeling about ronald mcdonald and the McDonaldland
    37        characters.
    38
    39   Q.   The paragraph before the one I read out says:
    40        "....reinforce the promise to Ronald-age children that
         McDonald's is a fun place."  So fun is part of it?
    42        A.  Yes.
    43
    44   Q.   And the constant reminder of the brand, if you like, is the
    45        second part of it?
    46        A.  Yes.
    47
    48   Q.   That would apply to the advertising, too?
    49        A.  True.  That is part of the role of advertising.
    50 
    51   Q.   Your jingles were very successful, were they not, some of 
    52        them particularly taken up by children? 
    53        A.  I am not exactly sure what you mean.
    54
    55   MR. MORRIS:   We have seen in the TV ads-----
    56
    57   MR. JUSTICE BELL:  The little tunes and songs.
    58        A.  Oh, yes.
    59
    60   MR. MORRIS:  "McDonald's makes your day", and -- I cannot