Day 046 - 04 Nov 94 - Page 09

     
     1        A.  Yes.
     2
     3   Q.   So you direct them at families?
     4        A.  No.  We direct them to the mom and dad of the family,
     5        to tell them that we are a family business.
     6
     7   Q.   The children in your adults ads are always seen as some
     8        passive side line, are they not?
     9        A.  No.  They are part of the family group.
    10
    11   Q.   Yes; and you hope that those ads will appeal to the
    12        children?
    13        A.  We primarily hope that the ads will appeal to the
    14        target that we address them to, but if they appeal to
    15        others, then it appeals to others.
    16
    17   Q.   When you make your ads, you do not think, do
    18        you: "Ah, well, the kids that are watching, we do not care
    19        what they think about this ad.  We will just care what the
    20        adults think"?
         A.  When we develop a commercial for adults, we care about
    22        what the family and the adult will think.  We do not do any
    23        research on what children will think.  It is not directed
    24        to them.
    25
    26   Q.   You do research generally on what children would think, do
    27        you not?
    28        A.  Yes.
    29
    30   Q.   So you do not throw that research away when you make family
    31        orientated adverts?
    32        A.  The research that we do on children are ronald mcdonald
    33        and children's advertising.
    34
    35   Q.   A lot of people come into your stores, do they not, who are
    36        older than 11 and younger than 18?
    37        A.  Yes.  The Walker Report shows-----
    38
    39   Q.   Not covered by the children's specific target audience of
    40        the ads and not covered by the specific adult?
         A.  Again, we do specific ads for tweens which is the age
    42        group 9 to 14, somewhere in that area, but it is played, as
    43        I said, during fairly much the same time period that the
    44        children's advertising is played; just usually a little bit
    45        later in the morning.
    46
    47   Q.   You said something about teenagers and tweens not really
    48        wanting to go to McDonald's, that it is rebelling against
    49        something they have done when they were younger, or
    50        something like that? 
    51        A.  Yes.  I think that the percentage of visits teenagers 
    52        give to McDonald's is lower than the percentage of visits 
    53        they give when younger.  Teenagers, overall, have a very
    54        high usage of quick service restaurants, so their actual
    55        usage of quick service restaurants and McDonald's goes up,
    56        but their percentage of visits to McDonald's is down from
    57        when they were children.
    58
    59   MR. MORRIS:   Can we go to a particular bundle, VIA?
    60