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HUGH IOICE. JR.. Gen. Mqr. HEADLEY-REED, Natl. Rap.
HOURS OF MUSIC, NIWS, SPORTS
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26
Robert Young
V.p. of marketing and advertising Golden Gift, Deland, Florida
Ihh years ago, while Bob Young was at William Est} Co., he stumbled upon a new product, a fresh orange June packaged in containers. Within a matter of months, Youngis brother and two other partners had bought into the company. Within a vear sales rose li $500,000 to $3 million, now move at the rate of $13 million.
"There's no question but that heaw ad\ertising investments are necessar) to launch a new product," Bob Young told sponsor. "However, the groundwork for our successful national product was laid bj m\ partners, particular!} Bob Stivers, who heads sales."
The two Bobs head up Golden Gift's \ew York office, directing -all-, marketing and advertising out of a Fifth \\enue penthouse. Doth men are tall, athletic-looking, in their thirties. Both have heen in advertising a clients as well as agencymen.
"Here" how we proceed into a new market." ISoh Young explained. "I'ir-I we -el up distribution, usuall) through milk companies. Then we break a campaign, starting with publicity, followed b} 500 and 1,000-line neuspapei ad-. Within davs alter that our radio and t\ campaign gets undei wax. It' m\ idea that the air media should take up some 70', of our budget."
i urrentl} in their second 13-week cycle in some 30 market-. Golden (-ill spends al the rate of N.">ili>.IM>0. The pattern on the air i i combination of saturation radio plus tv participations.
Golden Gift's agencx i Hani and W hitebrook, Miami. The media director, Joan Stark, shares < -olden Gift's New York penthou-e office. Out ol il. -he Inn a minimum ol 30 radio minutes weekl} pei market, plus minute participation in kid l\ -hows or women t\ programs al the rate of five weekh per market.
"We like in have the sales pitch delivered live b} a personality whenever possible, Boh Young says. "\ new producl particularl} needs ever} extra push it < an get, and there's an indefinable plus from a commercial delivered b} a local personality."
There's an una ol continuous activitj about Golden Gift's offices, even though the wall -lill smell of Fresh paint, and some of the rooms are a \ el scantil} furnished.
Sitting igainst the wall behind Bob Young's desk is a large photograph ol hi seven-year-old daughter on horseback.
"'I II pui ii up. says he. "il evei the phone -top ringing long enough." • • *
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