Day 046 - 04 Nov 94 - Page 15

     
     1
     2   Q.   So the Happy Meal promotions, are they the main promotions
     3        you do for children?
     4        A.  Yes, that is correct.
     5
     6   Q.   But only five per cent of the adult advertising as a whole?
     7        A.  That is correct.
     8
     9   Q.   Just a few more questions on ads in general.  The fast-food
    10        sector of the eating out, are they the main -- I am just
    11        saying, you have a large advertising budget and so do
    12        Burger King, Wendy's and the others?
    13        A.  That is correct.
    14
    15   Q.   So, as a whole, you are a very prominent part of the
    16        advertising of food on television, and so on?
    17        A.  Yes, I think that would be a fair statement.
    18
    19   Q.   Right.  Has that been the case for the last 15, 20 -- or as
    20        long as you can remember?
         A.  No.  I think it has increased substantially over the
    22        last eight or nine years.
    23
    24   Q.   But has it always been a significant sector, since the
    25        early 60s, of food advertising?
    26        A.  I can only really tell you about the last eight or nine
    27        years, because that is the information that I would have.
    28        Obviously, as more quick service restaurants grew up, then
    29        there were more restaurants and they did more advertising.
    30        I would say that the significant growth in quick service
    31        restaurants has been over the last 10 years or so.
    32
    33   Q.   Advertising is, I think you said, influential in
    34        encouraging people to make food choices; yes?
    35        A.  Advertising is certainly part of that.  The most
    36        important part, really, is the experience itself.
    37
    38   Q.   But if all the fast-food companies stopped advertising, for
    39        whatever reason -- say, it could even be a new law saying
    40        "no more advertising for fast-food"; I am sure it will not
         happen -- would that affect the sales of fast-food?
    42        A.  Yes.
    43
    44   Q.   The Standards Authorities or the networks, you say they
    45        have their own regulations?
    46        A.  Yes.
    47
    48   Q.   And they depend on advertising revenue; yes?
    49        A.  Yes.
    50 
    51   Q.   You said that their sanction, if an advert transgressed 
    52        their code, was not to show the ad? 
    53        A.  Yes.  They would not run that ad.
    54
    55   Q.   Would they lose revenue, or do they keep that revenue?
    56        A.  No, they would lose that revenue.
    57
    58   Q.   So they are not really independent authorities; there are
    59        no independent authorities that monitor television
    60        advertising or have sanctions?