Day 048 - 08 Nov 94 - Page 16
1 not change their minds.
2
3 Q. But you do carry on advertising. So you do not think you
4 have reached that point?
5 A. No. We carry on advertising because, as I have said,
6 we are trying to compete in the quick service restaurant
7 market, so that we can take share from our competition; and
8 we believe we need to stay top of mind to do that, and
9 advertising is a key part of that.
10
11 Q. So there is not a cut-off point?
12 A. There are numbers of people out there who have either
13 totally got the message which, if we were able to not
14 advertise to them (sic), would still come to McDonald's
15 because somehow they know us. There are others that may go
16 to Burger King, for the same reasons.
17
18 Q. They might forget about McDonald's?
19 A. No, they go to Burger King, because they are loyal to
20 Burger King. We wish to attract those Burger King
21 customers to come to McDonald's. Unfortunately, the
22 advertising medium of television, et cetera, is not
23 discrete enough to be able to target that carefully.
24
25 Q. So are you saying that people are only going to come to
26 McDonald's if you constantly remind them of your existence
27 and of what McDonald's offers?
28 A. We believe that the most important reason for people
29 coming to McDonald's, again, as I have said before, is the
30 experience they get from the restaurant; if they enjoy the
31 food, they enjoy the experience, they will come back.
32
33 Q. So why advertise?
34 A. We advertise because chipping away at us the whole time
35 is a mass of other messages that require us to compete in
36 that market place in order to gain brandship.
37
38 Q. If people remember how wonderful you are, they will just
39 come back, anyway?
40 A. In terms of the overall communications of messages that
41 go to them, people forget. You have to keep your name in
42 front of people's minds.
43
44 Q. Right. So you are advertising to remind them of your
45 existence?
46 A. Well, of course we are. We want to be top of mind.
47
48 Q. So you are continually advertising to remind them of your
49 existence?
50 A. We would love to be able to optimise our advertising to
51 the point where it keeps it top of mind, but does not waste
52 it.
53
54 Q. Could you get out pink volume VII, please, and turn to
55 tab 12? This may take a bit of time, because I want to go
56 through all the charts that are at the back.
57
58 If you turn to page 225, we have got the number of weeks
59 that children's advertisements were shown on children's
60 television and on adults' television, and this one is for
