Day 043 - 01 Nov 94 - Page 31

     
     1        basis with closes, so that we do not have to produce a
     2        separate opening and a separate close for each one of our
     3        premiums or toys.  So you will probably see here the same
     4        open used for other different toys that are used at the
     5        end.
     6
     7             So the first one was for a promotion that we had,
     8        Barbie, small Barbie figurines and Mattell racing cars.
     9        I might just use this as a sort of an opening slate.  So
    10        this is a boy and a girl.  That means that, in general, the
    11        hot wheel toy was directed towards boys and the Barbie toy
    12        was directed towards girls.
    13
    14   MR. RAMPTON:  Why did it have "non-price" on the slate?
    15
    16   THE WITNESS:  I am not sure.  I will have to watch the
    17        advertisement.
    18
    19                  (The next advertisement was shown)
    20
    THE WITNESS:  This would be an example of a commercial that was
    22        played in adult time, towards parents.  We usually make
    23        several versions of that available.  Back in 1991, when
    24        these commercials were done, we were introducing sort of
    25        our value menu and, therefore, the price of $1.99 would be
    26        included in some of the advertising in those markets that
    27        they had accepted the recommendation that the total price
    28        be $1.99.
    29
    30        There are other markets who have higher costs who would
    31        accept the recommendation of, maybe, $2.09, and we would
    32        make a version available for them, as well, to play in
    33        their local marketplace.
    34
    35             Then, third, we would have one that says "at a special
    36        price", in case there was no specific price in a particular
    37        marketplace that we were using.
    38
    39        So this particular commercial did not have a price that was
    40        oriented with it, but we would make copies of this kind of
         commercial that did have a price with it as well.
    42
    43   MR. RAMPTON:  During the commercial, did we hear words to the
    44        effect: "This is what you can buy for your children"?
    45        A.  That is correct.  We are talking directly to the
    46        parent, because we want them to understand what kind of
    47        activity or promotion is taking place at the restaurant.
    48        We will continue.
    49
    50                  (The next advertisement was shown) 
    51 
    52   THE WITNESS:  This is the $1.99 version of the same commercial. 
    53
    54   MR. RAMPTON:  Will you fast forward it?
    55
    56   THE WITNESS:  Maybe you would like to see the price?  This would
    57        be the $2.09 version of the same.  If you would like, it
    58        will be exactly the same commercial, but instead----
    59
    60   MR. JUSTICE BELL:  Bit it will have $2.09 in the----