Day 046 - 04 Nov 94 - Page 17
1 MR. MORRIS: I just wondered what you meant by that, the phrase
2 "We also abhor censorship", in the last paragraph?
3 A. It probably means special interest groups censoring
4 what can be broadcast on television.
5
6 Q. It was not only for people watching. Does that mean you do
7 not want your ads to be censored?
8 A. Yes. I believe that the context of this, after reading
9 it from my perspective, was censorship of programming, but
10 we probably equally agree that there should not be
11 censorship of advertising.
12
13 Q. You said that, for your heaviest users, they might see
14 something like three minutes of ads a week, but would
15 actually be in the store for 40 minutes; therefore, the
16 in-store experience would be most important influence on
17 them. But for the majority of your customers, who are
18 light users, in fact the television experience might be the
19 same or even more than the in-store experience, might it
20 not?
21 A. Yes. I do not keep numbers on other types of
22 customers.
23
24 Q. If someone goes----
25 A. Usually, you find that the heaviest users, heaviest
26 watchers of television are also the heaviest users of quick
27 service restaurants. We do not keep any numbers that would
28 indicate-----
29
30 Q. What I am saying is that if 95 or 90 per cent of the
31 American population visit your stores once a year or
32 something?
33 A. That is correct.
34
35 Q. So they would see three minutes of ads a week which is, you
36 know -- I do not know -- 150 minutes of ads a year, and may
37 only spend a short time in the store. What I am saying is
38 that, for some of your customers----
39 A. Yes, some our customers probably see our advertising
40 more than they come into the store.
41
42 Q. What is the reason for the limitation of the advertising of
43 toys to children? The networks presumably have----
44 A. I am not exactly sure what it is but, from my
45 perspective, it is that they want to make sure that the
46 goods and services of the establishment are known as well
47 as the promotional activities of the establishment.
48
49 Q. Is it because they feel it would be blatantly obvious that
50 the child is being deceived?
51 A. I do not think so. But, again, I was not involved in
52 the specific ruling as to the reasons why; it would only be
53 speculation on my part.
54
55 MS. STEEL: Could I just ask: how long, in general, are
56 promotional advertisements run for?
57 A. Usually, for the length of the promotion or for the
58 first three-quarters of a promotion.
59
60 Q. So is there a set length of time for a promotion, like a
