Tobacco Documents Online

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500-09-001296-912 500-09-001297-910 ( our h'Al pd Montr6al oo ooo 630, boul. Ren6-L4vesque ouest Bureau 700 Montreal (Qu4bec) H3B 4H7 T~I. : (514) 954-3147 RJ~-Mae~onald Inc. scotia Plaza 40, rue King ouest 19e 4tage, Box 210 Toronto (Ontario) M5H 3Y2 T41.: (416) 867-3076 Ministate de la Justice du Canada Complexe Guy-Favreau 200, boul. Ren4-L4vesque ouest Tour est, 9e 4tage .v..x. o,o Montr4al (Quebec) ~: :.% H2Z lX4 .v. T41 : (514) 283-4040 "X. • X-." :.% ::. 2.'. :.'. :!:i: LEANER t ASSOCI£S :':': [Me Earl A Che~t..i_ttk, e.~L.) ::::: °o. :::~: M5X IK6 ::::: T41. : (416) 973-0927 ":'::BAKER, NU~LEMAN ~ LAMONTAGNE • "n 1155, boul. Ren6-L6vesque ouest X-I Bureau 2720 ::::: Non~r~al (~u6bec) :':': H3B 2K8 ::::: ~61.: (514) 866-6674 :...'"PAUL EVRAZRE, E~q. ::~: P~oeu~eu~ de l'Appelant ::::: 2, ~irst Canadian Place .v.~'~ Bureau 3400 "'- Exchange Tower, Box 36 • :.:. ~oronto (Ontario) MeMASTER, MEIGHEN Paocaaeu~ de l'Appelant Tour Fst 140, rue O'Connor 17e 4tage Ottawa (Ontario) KIA OG5 T41.: (613) 996-4425 .v. 4, [ue Notre-Dame £st :" ".'." Bureau 100 iNC. lel4,copieul: (514) 866-4861 :.: Mont~@al. dc H2Y 1B7 ;:"

.v. 500-09-001296-912 ::" • 7." :" -:.:- 5OO-09-001297-910 ::::: ;v ":':" ....." our d'App l .:.:. :.:.: • :-:- .:.:. :..'.: .:.:. :.'. ::.':: "':" Montr6al "" • :.:. :.:.: ..:. .:.:. :....: I~aeK~4ZIE, GERIIAIS ...::::: ..... {~4e Geo~gea R. Th~baudeaa) -:.:. • :-:- P~oeu~ea~a de l'~.;timge :i:i: • ..::::: RJR-~acPonald Ine :.:.: .v.'V" 770, rue Sherbrooke ouest :':". ::::: Bureau 1300 :.::i: i:i:i Montreal (Qudbec) :-:.: v.. H3A 1G1 .v. .v. T~I : (514) 842-9831 "':" .:.:. . :.:.: ..'.:. • "..:. OGILVY R~,NAULT OSLER, HOSKI~ ~ HARCOURT ::::: "".:.:. {~e Simoa ~. Potte~} {L~ado, A.J. Ba~aea, Eaq. ) :'.:.:. • .. :.:.: • ""{~4e Piea.a.e Bienuena) P~oeu~ea~a de l'i~t2mg¢ .:.:. • :':- P~oea~ea~a de L'int_irnge Irape~2.aL Tobacco Lt.d .v. • .... ..:::: :':':.. Impe,~a~ Tobacco L;td i, First Canadian Place :...:.'- ...-.'v" 1981, avenue McGill College Box 50 .v.:" """ Bureau ii00 Toronto (Ontario) :.:.: .v. Montreal (Quebec) M5X IB8 .:.:. • :-:- :.:.: :.'.':: H3A 3CI T41. : (416) 362-2111 .v. ::::: T41 : (514) 847-4747 :!:!: :.:.: ... ::::: • :.:. BERNARd, ROY • :.:.'v" P~toett~tgtt~t6 dtt ~.i.,~ cn catt6g :..."" v.- Palais de Justice .v. v.. 1, rue Notre-Dame est .v. v.. Bureau 8. O0 ":':" :::1: :.:.: .:.:. Montreal (Qudbec) ::.':: .v. H2Y IB6 v.-':':" T41. : (514) 393-2336 ... ''" { l rmi fult fa tum '" .v. Suite 100 Phone: (514) 866-3565 :-'- :... ..-.:. ::::: Montreal, Oc H2Y 1B7 INC. Fax: (514) 866-4861 :.:.: ~~~~~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~. ~.~.~.~.~.~.:.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.:.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~. ~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.~.Z°

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.v. 500-09-001296-912 :-.:: ::. • ::: 500-09-001297-910 ::. :.:.: " our '" X': Montreal • :.1. :... v.- IM/E~ NU~LEI4AN I: LA~ONTAGNE lle 3A.~IES ~IAI~BLITT, e a. ':':" X-." t .... ..:."" (kle Roge~t E. 8tt/~e~t, e.~t . } P.,toeuaetta. de ~.'Appe~£an;t "'.v. :::::P~oeu~teu~ta de g'Appe~a.t Tour Fst .:.:. .v. :.:.: :i:i:1155, boul. Ren4-L4vesque ouest 140, rue O'Connor :...:" :!:!:Bureau 2720 17e 4tage :.:.1Montr4al (Quebec) Ottawa (Ontario) ":':" "::'-" H3B 2K8 KIA 0G5 :':'." • X" .:.'. :':-: T~I. : (514) 866-6674 T~I. : (613) 996-4425 .'-:-1 ::::2 :.'. ::::: :!:i: :..::PAtiL EttRAIRE, Eaq. ~e CLALIP£ JOYAL ".'. .v. P~toeu~tetta de ~'Appe£ant Paoe,,aeua de £'Appe~an;t .':. .':. .':. :.% .v. 2, First Canadian Place Ministate de la Justice :.'. ::5: Bureau 3400 du Canada ":':" .v. Exchange Tower, Box 36 Complexe Guy-Favreau .::': .v. Toronto (Ontario) 200, boul Rend-Ldvesque ouest ..:. .'.:.: ::..::M5X IK6 Tour est, 9e 4tage ..-.1. .v.'V"T41. : (416) 973-0927 Montrdal (Quebec) .'-X .v. H2Z 1X4 .v. :... "X' .v. T41 : (514) 283-4040 :v "X" :.:.: ::::: -X- "X" :':':14c~ASTER, I4~IGH~N L~RNER g ASSOCI~:S :':': .....':':" [Me Co£1, g. I,tu,L,g) [Me Ea~ A. Che,t,ialt, e.a.] ::::: :... P~toeu~teu~t~ de l'i.timge P~toeu~teu~ta de l'i.timge ::" :" RJR-NaePonag.d Ina. RJR-NaaPonagd Ina. :':': -:.:. .:.:. :':'-" 630, boul. Ren~-Ldvesque ouest Scotia Plaza ":':" -X" X.: Bureau ?00 40, rue King ouest :v 5::: Nontr4al (Qu4bec) 19e 4tage, Box 210 :v ::. H3B 4H7 Toronto (Ontario) :v :'.:: T~I. : (514) 954-3147 M5H 3Y2 "-'+ ::::: ::::: :i:i: Tdl : (416) 867-3076 :.:.: :':-" v.. .:.:. .'..: ::::: :!.'.-': i :':.'..'..:" X-:" :':" :-:-;' ~" :" :-1" ;" :" :-X-X" X" Z':'X-?Z-:'X" :-:-;" :-X'"T" 1" :" :'Z-:-X-X" :-X'T--X'X.:. X-:" Z" X-X':':-X-X-:'X':':'Z-:'X':" :" :-:-:" X-X-? :" X" X':" :-:':':':':'1' X'X';-:'X'X-:.:. X" X':'Z° :" ?X'DXoH+i!iii .%'. • :'." 4. rue Notre-Dame Est .v. ---~. lelOcopieu~: (514) 866-4861 "'" :... Montreal, Qc H2Y 187 .v.

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TABLE DES MATI~RES ¥oi. Page Le ii octobre 1989 (Suite) PREUVE DE LA REQU~RANTE RJR-MacDONALD INC. ~ L'ENQU~TE (SUITE) LEONARD REID (Suite) Vol. i0 - pp. 1438 ~ 1529 Contre-int. par Me Baker XII 1971 Le 12 octobre 1989 PREUVE DE LA REQU~RANTE RJR-MacDONALD ~ L'ENQU~TE (SUITE) LEONARD REID (Suite) Vol. ii - pp. 1534 ~ 1557 Vol. Ii - pp. 1558 ~ 1576 Contre-int. par Me Baker Argumentation XII 2063 XII 2090

1971 1438 5 i0 15 2O 25 Le !i octobre 1989 (Suite) In the year of Our Lord nineteen hundred and eighty-nine (1989), on this eleventh (llth) day of the month of October, PERSONALLY CAME AND APPEARED: LEONARD REID, WHO, being under the same oath, doth depose and say as follows: CROSS-EXAMINATION BY Me ROGER E. BAKER, Q.C., On behalf of Respondent: Q- Dr. Reid, does advertising, as you understand it, sometimes try to get people to change their behaviour? A- Yes, it is true that probably some advertising is designed to change people's behaviour. Q- Do you distinguish between very important behavioral forms or trivial, or is all behaviour to be heeded at the same level? In advertising terms now? A- In my view, there are different types of behaviours. Q- Thank you. Might you give us a list of the different types of behaviour, Dr. Reid? A- Well, the final behaviour that we talk about... THE COURT: Q- The what?

1972 1439 5 i0 15 2O 25 Me BAKER: Q- What's the word? A- The -- when we talk about behaviour in the advertising sense, in the marketing sense, the final outcome is sales behaviour, that is behaviour in the marketplace. Advertising is supposed to contribute, if it works, to sell -- the selling of a product, sales. I think that there are two (2) types of behaviours, two (2) basic types of behaviours. There is what is known as trial behaviour and there is what is known as committed behaviour. Q- Committed, did you say? A- Committed. THE COURT: Committed? Me BAKER: Q- Before you continue on that line, is there literature that supports what you've just said? A- Yes, there are a few papers that have been published by a fellow by the name of William Swynward and Robert Smith that have looked... What's the name of their publications? Do you know by any chance? Yes. Two (2) of the papers I know have -- one of the papers has appeared in the Journal of Marketing AB ,4UDIOTR,4NSCRIPT, Division de Pierre Vilaire & Associ4s Lt4e

1973 1440 Qm 10 A- Q- A- 15 20 25 Research. Marketing. Well, wait a second. Another has appeared in the Journal of Let's see if we could just get it straight. Which journal had the article by which of these two (2) people? They were -- the authors were the same. They were co-authored pieces. I do not know which was the first offered and which was the second offered in... In order, you mean? Right. Right. Do you know when these articles appeared? I have an approximate date. I believe, I think they appeared in the early eighties, probably before eighty-five ('85). There was another piece that was published by Dr. Smith, and he had a co-author but I cannot recall the co-author, that was published in the Journal of Advertising in nineteen eighty-eight (1988). Q- And these articles were both in the same vein, that there is behaviour with respect to intent and then -- what was the other? THE COURT: Trial, I think he said. Me BAKER: Q- Trial. Trial -- all right. AUDIOTRANSCRIPT, Division de Pierre Vilaire & Associ~s Lt@e