Day 054 - 24 Nov 94 - Page 12

     
     1        not?
     2        A.  No, they were not in the top five.  I am sorry I do not
     3        have the information here to tell you exactly what position
     4        they were in, but I know they were not in the top five.  If
     5        we look at the top five advertised products from the three
     6        surveys, we find, as one might expect, many different --
     7        well, several different products advertised; except for
     8        McDonald's is consistently within the top five advertised
     9        products in all three surveys, no other product achieved
    10        that.
    11
    12   Q.   Were all these studies carried out in the same way with
    13        videoing of adverts for a week or were the second two
    14        different?
    15        A.  No, they were all carried out by recording the
    16        programming and the advertising and then going back over
    17        the advertisement and analysing them.
    18
    19   Q.   Perhaps, after having looked at those, it would be
    20        appropriate now to go on to the advertisements that you
         looked at of McDonald's.  I think we can put the bundles
    22        away for the moment.  Can you tell us, having looked at the
    23        advertisements disclosed by McDonald's in this case -----
    24
    25   MR. RAMPTON:  My Lord, I am sorry, I am not being difficult, but
    26        the words "two videos tapes of advertisements", there were
    27        English ones and there were American ones.  I think there
    28        were two English.
    29
    30   MS. STEEL:  You have only seen the English ones; is that right?
    31        A.  I have seen two tapes.  They both appear to have some
    32        American advertisements on them and some English
    33        advertisements on them.  My understanding was that one
    34        was  -----
    35
    36   MR. JUSTICE BELL:  Do you have the names for the particular
    37        advertisements?
    38        A.  I have the tapes here, yes.
    39
    40   MS. STEEL:  If it is any help, I do not think we gave Ms. Dibb
         the American ones.  So, I think there were some American,
    42        kind of, scenes in them.
    43
    44   MR. JUSTICE BELL:  Very well.  If you know there was a title
    45        because Mr. Hawkes gave us titles to the particular ads?
    46        A.  Yes, that is something that I would not know the title
    47        to.  I can attempt to describe them.
    48
    49   MS. STEEL:   They are just the UK ones?
    50 
    51   MR. MORRIS:  Yes, these are the tapes which you viewed? 
    52        A.  Yes, though I believe that some of them are American. 
    53
    54   MR. MORRIS:  We had better show Mr. Rampton.
    55
    56   MR. JUSTICE BELL:  Yes.  Press on and identify what the
    57        particular video was before you pass any comment on it.
    58        Carry on, Ms. Steel.
    59
    60   THE WITNESS:  I have looked at both tapes; one of them is