Day 046 - 04 Nov 94 - Page 18

     
     1        month?
     2        A.  Most Happy Meals run on about a four week cycle.
     3
     4   Q.   Is that similar to this country, where you get a different
     5        toy each week?
     6        A.  Yes.  It depends, but in most cases, if you have three
     7        or four premiums, you get them on a sequential basis.  In
     8        some cases they are packed sequentially and you actually
     9        get them on a sort of random basis in the store.
    10
    11   Q.   So promotional ads would be run for about, what, three
    12        weeks or so?
    13        A.  Yes.  They would run during the length of the
    14        promotion, and usually they would run a bit heavier at the
    15        beginning of a promotion than at the end of a promotion.
    16
    17   Q.   What about the general adverts; how long are they,
    18        normally?  I mean, do you use them for years on end?
    19        A.  No, because people enjoy watching our commercials and
    20        we try to make new ones all the time.  In a general area,
         they will run for two to three months at a time; some of
    22        the better ones will run substantially longer and sometimes
    23        we will bring them back.  It is not too different than the
    24        Ronald advertising, as well.  Some of the general Ronald
    25        advertising will run for six months or a year and the
    26        favourite ones might be brought back.
    27
    28   Q.   So the Ronald ones are run for a bit longer than the
    29        general ones?
    30        A.  Yes; my impression is it is a bit longer.
    31
    32   Q.   Six to 10 months?
    33        A.  Over a six to 10 month period of time.
    34
    35   Q.   Okay.
    36        A.  The same commercial, obviously, does not run over and
    37        over.  There is a group of commercials that run in what we
    38        call a rotation.
    39
    40   Q.   Is that the same for adult ones, then?
         A.  Yes.
    42
    43   Q.   Within the two to three month period, you have a group?
    44        A.  Yes.  It is called a pool.
    45
    46   Q.   A pool?
    47        A.  A pool of commercials, and they will run in rotation.
    48
    49   Q.   How many are there normally in a pool, then?
    50        A.  It might depend; there is maybe three or four in a 
    51        pool. 
    52 
    53   Q.   For both adults and children?
    54        A.  Children -- yes, about the same, maybe a bit less, but
    55        in general the same strategy applies.
    56
    57   MS. STEEL:   What, so you reckon about three in a pool for the
    58        children's ones?
    59
    60   MR. JUSTICE BELL:  What are we on now with this?  It may be of