Day 044 - 02 Nov 94 - Page 39

     
     1        remember all the other ones.  But children take them up,
     2        remember them?
     3        A.  Yes.
     4
     5   Q.   Some of them are particularly successful in that way?
     6        A.  Yes, they do.  I think children enjoy songs like that;
     7        and not only do they pick up ours, but other advertisers'
     8        jingles, as you say, as well.
     9
    10   Q.   Under "McDonaldland Fun Time", on the other side, it
    11        says: "....distribute them at birthday parties, through the
    12        hospitals, and at doctors' and dentists' offices.  In
    13        short, they (the stores) take full advantage of this
    14        excellent premium."
    15
    16        So is the idea to get that magazine -- or it was then -- as
    17        widely as possible, wherever children are?
    18        A.  Yes.  Certainly, children enjoy the magazine.  It was
    19        full of fun activities, colouring and quizzes, and mazes;
    20        it was an enjoyable magazine for them.  It was distributed
         as widely as practicable.
    22
    23   Q.   And the McDonaldland characters?
    24        A.  Yes, the McDonaldland characters were in the Fun Times
    25        magazine.  Back then, it was a little bit younger-skewed;
    26        now it is a little bit older-skewed.
    27
    28   Q.   Why is it necessary, Mr. Green, to continually bombard
    29        children in their homes with advertising, with jingle
    30        songs, with free magazines which they can take home from
    31        the stores, doctors' waiting rooms, hospitals; why is it
    32        continually necessary for McDonald's Corporation to have
    33        that constant bombardment of young children with commercial
    34        advertising?
    35        A.  First of all, I would not agree with your
    36        characterisation of bombardment.  It is certainly a large
    37        marketing effort, and if the child enjoys these activities,
    38        we would like him to participate in them.  Obviously, we
    39        want them to remember McDonald's and, by remembering
    40        McDonald's when he has a chance to go out to eat, he might
         select that as opposed to one of our competitors.
    42
    43   MR. MORRIS:   You do not like the word "bombardment", but you
    44        used the word "targeted" -- another military term.  Do you
    45        not see?
    46
    47   MR. JUSTICE BELL:  I am not sure whether it, because it has
    48        become a bit of a term of art, generally, in advertising,
    49        has it not?
    50 
    51   MR. MORRIS:  Well, I would say the word "bombardment" also, as 
    52        well. 
    53
    54        (To the witness)  Do you see your advertising department in
    55        a sort of militaristic -- battle for ratings and GRP
    56        sections?
    57        A.  No, I do not.
    58
    59   MR. JUSTICE BELL:  You hope it is well organised, I suppose?
    60        A.  As compared with other places, yes, very well