Day 048 - 08 Nov 94 - Page 46

     
     1        flashed up at the beginning and end of the programme?
     2        A.  That is right.
     3
     4   MR. MORRIS:  When it does not come under the advertising budget,
     5        does it come under the 35 million that has been suggested
     6        as the advertising budget, or is that another budget that
     7        deals with sponsorship?
     8        A.  It does not come under the media advertising budget,
     9        but there is not a sort of huge separate budget.  That is
    10        about the only thing we do, that one specific activity.  It
    11        is a broadcast sponsorship.
    12
    13   MR. MORRIS:   Do you happen to know how much it costs to sponsor
    14        Gamesmaster?
    15
    16   MR. RAMPTON:  My Lord, I am getting very concerned about this.
    17        It has been apparent for some very considerable time that
    18        not only do the Plaintiffs' witnesses accept, but
    19        enthusiastically embrace the proposition that their
    20        advertising and other promotional activities of this kind
         are intended to increase their sales.  It is also quite
    22        clear that it is accepted that a substantial proportion of
    23        their advertising budget is devoted to advertising to
    24        children from the ages of two to 15, however one defines
    25        them.  I just wonder where we are getting to, I really do.
    26
    27   MR. JUSTICE BELL: (To the witness)  Is Gamesmaster -- what sort
    28        of age group is that directed at?
    29        A.  It is really teenagers.
    30
    31   MR. JUSTICE BELL:  I think you should answer the question of how
    32        much it cost.
    33
    34        (To Mr. Morris)  But I have to say that I think you are
    35        losing your way a bit at the moment -- just let me finish,
    36        first of all -- and you have got to think about just where
    37        it is going.
    38
    39        There is a temptation in anyone, when cross-examining, to
    40        ask questions for the sake of asking questions and, when
         you get an answer to a question, just to want to ask a
    42        question about that.  I know it is difficult, because I
    43        have done it often enough myself.  Let me just finish what
    44        I was going to say.
    45
    46        One mental exercise you can go through which might help you
    47        is, when you come to the next stage of your
    48        cross-examination, get firmly in your mind what the bottom
    49        line is as far as that tack is concerned; and, often, if
    50        you actually put it, you will get agreement to it, which 
    51        means that all the oblique approaches are completely 
    52        unnecessary. 
    53
    54   MR. MORRIS:  I accept that.  The problem is that we have had to
    55        spent an inordinate amount of time, both with Mr. Green and
    56        Mr. Hawkes, trying to fathom what the truth behind the
    57        figures that have been given as evidence of whether or not
    58        much or most of the advertising is geared towards children;
    59        and I think that was all time wasted.  But, unfortunately,
    60        we had to deal with the figures that we were given and it