Day 050 - 10 Nov 94 - Page 31

     
     1        for about 25 years.
     2
     3        So, while I do not claim to know everything about the
     4        subject, I think that my knowledge of the subject is fairly
     5        broad.
     6
     7   Q.   The knowledge in relation to consumer perceptions, would
     8        you agree that your experience is from an industry point of
     9        view?
    10        A.  Indeed.  But anyone in industry who markets a product
    11        or service and who advertises that product or service will
    12        normally pay close attention to what consumers actually
    13        think from year to year, through market research.  So that
    14        is a part of the basis on which I draw my experience.
    15
    16   MR. JUSTICE BELL:  Do members of the public ever write to your
    17        Association?
    18        A.  Yes, occasionally, but it is rare.  If they have a
    19        specific point, we try and answer it, but often they
    20        mistake us for the Advertising Standards Authority or
         somebody else, and we tell them that we will pass their
    22        letter on.
    23
    24        I quite often get letters from students or graduates doing
    25        a thesis on a subject and asking for information.  But that
    26        is in a rather different capacity.
    27
    28   MS. STEEL:  So other than your awareness from an industry point
    29        of view, most of your knowledge in this area of consumer
    30        feelings, you are saying, is from research that has been
    31        done?
    32        A.  Yes.
    33
    34   MR. MORRIS:  On page 10 of tab 1, which we had before in that
    35        bundle in front of you -----
    36        A.  Yes.
    37
    38   Q.   Can you remind me again what this particular document is
    39        part of?
    40        A.  It is the Notes of Guidance from what is now called the
         BACC, the service set up by the television companies to
    42        implement the ITC Code.
    43
    44   Q.   If we look at point (c) on that page, 5(c), "Direct or
    45        Emotional Appeals", it says: "Direct appeals or
    46        exhortations to buy should not be made to children".
    47
    48        That is slightly different from them exhorting their
    49        parents, is it not?
    50        A.  Oh, yes.  That is dealt with in (a), at the top of the 
    51        page, and this is, as you say, slightly different. 
    52 
    53   Q.   Yes.  So you cannot say:  "Buy this product"?
    54        A.  That is correct.
    55
    56   Q.   Although, of course, that is the whole purpose of the
    57        advertising?
    58        A.  Not the whole purpose, but a part of the objective,
    59        yes.
    60