Day 047 - 07 Nov 94 - Page 52

     
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     2   MR. RAMPTON: It would help me, I have almost despaired of
     3        getting anything out of the defendants until after the door
     4        is closed. It would help me, I can probably get it for
     5        myself, if I can be told which reference in Miss Dibb's
     6        reference it refers to?
     7
     8   MR. JUSTICE BELL: Do you have a number?.
     9
    10   MR. MORRIS: We intend to give the plaintiffs the document as
    11        soon as they come into our possession.
    12
    13   MR. JUSTICE BELL: I am not stopping you putting it, I am just
    14        trying to identify it.
    15
    16   MR. MORRIS: The document is called Advertising and Marketing.
    17
    18   MR. JUSTICE BELL: Can Miss or Mrs Dibbs tell me which number it
    19        is?
    20   MS. DIBBS: 120.
    21
    22   MR. JUSTICE BELL: 120. Give a page and paragraph.
    23
    24   MR. RAMPTON: My Lord, I tell Your Lordship that is done by
    25        someone called Gallop from 1991 published by J Walter
    26        Thompson entitled how children use media.
    27
    28   MR. JUSTICE BELL: Mr. Morris do not bother at the moment about a
    29        further copy. Give the page and the paragraph so it can be
    30        readily identified when Mr. Rampton does get a copy and
    31        then put what you wish to Mr. Miles.
    32
    33   MR. MORRIS: It is the 7th page after the cover. The pages are
    34        not actually numbered.
    35
    36   MR. JUSTICE BELL: And which paragraph?.
    37
    38   MR. MORRIS: It is the third completed paragraph on that page.
    39        Now, Mr. Miles, are you aware of a survey done by Millwood
    40        Brown which takes a hundred studies, sorry, did a hundred
         tracking studies of child brands for memorability, for
    42        children?
    43        A.  I am only aware of it in general terms, I do not have
    44        it.
    45
    46   Q.   But do you recall that the conclusion was that children's
    47        memorability of brands was three times higher than for
    48        adults?
    49        A.  Probably, yes.
    50 
    51   Q.   Would that sound like a reasonable conclusion to your 
    52        experience? 
    53        A.  That would be a fairly localised set of the references
    54        for certain products. If you average across all products it
    55        wouldn't be true, but for certain products it would be so.
    56
    57   Q.   Which products?
    58        A.  The products in which children are interested. They
    59        would not have a high memorability factor for detergents,
    60        for example, because they are not interested in them. So it