Day 055 - 25 Nov 94 - Page 56

     
     1        A.  No, I did not say that, either.  I think I would find
     2        it easier if we could talk specifically about a particular
     3        piece of research, and I could give you my comments on it.
     4
     5   Q.   I am coming to that -- as you know perfectly well, as
     6        I have given you all the references to which I shall be
     7        referring.  I want to know whether you think there is not
     8        any reputable research to support that point of view?
     9        A.  Come back to this word "reputable".  As I said just
    10        now, there may be research, and I may have particular
    11        comments on it, but they would apply to particular research
    12        rather than research in general.
    13
    14   Q.   Of course, if that point of view were right, namely, that,
    15        by and large, food advertising only has a significant
    16        impact upon brand choice and not on product category
    17        expansion, it would blow you and all your fellow
    18        campaigners right out of the water, would it not?
    19        A.  I think I talked about this issue yesterday.
    20
    Q.   I am asking you a question.  Please be good enough to
    22        answer it.
    23        A.  I would like to answer it, if I may, by referring to
    24        what I said yesterday about my response to this argument,
    25        that advertising is only about brand share.  I believe
    26        I gave a number of reasons why that argument is somewhat of
    27        a red herring in the case of the issue of children and food
    28        advertising that I have been discussing whilst here.
    29
    30   Q.   Is that all?
    31        A.  Do you want me to expand further and repeat what I said
    32        yesterday?
    33
    34   Q.   I am obliged to allow you the opportunity of giving the
    35        fullest possible answer that you would like.
    36        A.  I am happy to repeat what I said yesterday, if the
    37        court would like me to do that.
    38
    39   MR. RAMPTON:   One benefit to me might be that I cannot remember
    40        what you said yesterday.  So if you would not mind?
    41
    42   MR. JUSTICE BELL:  Just give us the headlines of the part of
    43        your evidence yesterday which you particularly have in mind
    44        in giving that answer?
    45        A.  Yes.  I talked about why the argument that advertising
    46        solely influenced brand share was not a tenable argument,
    47        and gave a number of reasons why; particularly, that that
    48        argument is only said to hold true for so-called mature
    49        markets, and, in the sense of growing markets, a number of
    50        products, particularly the fast-food market and soft drinks 
    51        market were two that I quoted, which are growth markets 
    52        rather than mature markets. 
    53
    54        I also made the point that people do not make choices
    55        solely one brand as opposed to another; they make choices
    56        far more broadly than that, which are likely to have
    57        nutritional consequences.  So, for example, if one has a
    58        drink, it is not just a question of choosing between one
    59        fizzy drink or another, which, from a brand point of view,
    60        may be what the manufacturer is interested in.  One may