Day 046 - 04 Nov 94 - Page 36
1 Q. A supplement?
2 A. A supplement in a Sunday morning newspaper.
3
4 Q. The nutrition print copy rotation that is found on page
5 183----
6 A. Yes.
7
8 Q. ----is that all the magazines that the adverts appeared in;
9 are they all listed there?
10 A. Yes. I believe that, in general, all the magazines,
11 the general interest or consumer magazines that it would
12 have appeared in. It was also magazines that were directed
13 specifically to doctors and dieticians that you would call
14 in-house magazines, as opposed to general consumption by
15 the general public, that I know these ads or versions of
16 these ads also appeared in.
17
18 Q. So this is not a complete list of all the times that the
19 adverts appeared?
20 A. It is a complete list of all the times that the adverts
21 appeared in the general consumer marketplace, yes.
22
23 Q. But it is not a complete list of all the times that the
24 adverts appeared, full stop?
25 A. It does not include any ads that appeared in
26 non-consumer magazines.
27
28 Q. And they did appear in non-consumer magazines?
29 A. It is my recollection that they did.
30
31 Q. Is there any reason why that was not included in the list?
32 A. Because that particular area was not an area that we
33 specifically controlled; that was out of the Communications
34 department.
35
36 Q. The Communications department is placing advertisements----
37 A. They are more specifically -- they direct more specific
38 information to the specific groups of dieticians or
39 doctors.
40
41 Q. Well, there were copies of these advertisements, were there
42 not?
43 A. I am not exactly sure what those advertisements look
44 like. I believe they were copies of this.
45
46 Q. Well, according to page 101, under "Target Audience", the
47 last dot says:
48
49 "Finally, professionals and opinion leaders, doctors,
50 dieticians, nutritionists and educators who are in a
51 position to influence their patients and students. This
52 target will see McDonald's ads in magazines such as the
53 New England Journal of Medicine, The Journal of the
54 American Dietetic Association and Forecast for Home
55 Economics."
56 A. That is correct.
57
58 Q. That sounds as though they are going to see the same
59 advertisement?
60 A. They may, in fact, have been the same ads. What I am
