Day 043 - 01 Nov 94 - Page 33

     
     1   THE WITNESS:  That is a good indication of how the two parts of
     2        the commercial are put together:  the 15 second open that
     3        features Ronald and other characters, and then the 15
     4        second close which features the premium.  It might be a
     5        different opening that would go with the same premium, or
     6        that opening may, in fact, be used later on in the year
     7        against another premium that we might run.
     8
     9                  (The next advertisement was shown)
    10
    11   THE WITNESS:  Here is another example of the marriage of the
    12        two.  Again, that is different open, but with essentially
    13        the same close involved.
    14
    15   MR. RAMPTON:  Do we see there "Hamburger" being, as it were,
    16        interested in a cheeseburger?
    17        A.  Right -- pretty much in character with how he acts.
    18        This would just be the open, so that you can see the open
    19        by itself.  They are produced separately, meaning that they
    20        are produced at different times, and then they are married
         up in order to be broadcast on the television.
    22
    23                  (The next advertisement was shown)
    24
    25   Q.   Can you pause there?  Roughly how many opens of that kind
    26        would you make in a year?
    27        A.  Somewhere in the neighbourhood of six or eight opens,
    28        and then they would be used throughout the year with
    29        different promotions.
    30
    31   Q.   Would that vary according to what region of the country one
    32        was in or would it be a national thing?
    33        A.  In most cases, this would be on national television.
    34        Now, almost all advertising to children is done on national
    35        television, as opposed to back in 1991 where part of the
    36        local budget was put against buying children's television.
    37        We found it to be much more economical to buy it on a
    38        national basis as opposed to a local basis.
    39
    40        So, post 1991 -- I believe it took place in 1992 or 1993 --
         we began to buy all of the children's advertising or the
    42        vast amount of children's advertising on a national basis
    43        on the networks; that actually was more efficient and the
    44        cost went down.
    45
    46   MR. JUSTICE BELL:  Are Chicken McNuggetts sold or served in
    47        packs of four?
    48        A.  Yes, they are.
    49
    50   Q.   In boxes like that? 
    51        A.  I do not believe the box is exactly like that, but they 
    52        are served. 
    53
    54   Q.   You get four standing up, do you?
    55        A.  Yes.  In fact, they are made available as an option in
    56        the Happy Meal.
    57
    58                  (The next advertisement was shown)
    59
    60   THE WITNESS:  This would be, again, a different open with a