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Advertising

Advertising

Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion. sales promotion

History

sales promotion In ancient times the most common form of advertising was 'word of mouth'. However, commercial messages and election campaign displays were found in the ruins of Pompeii. Egyptians used papyrus to create sales messages and wall posters. Lost-and-found advertising on papyrus was common in Greece and Rome. As printing developed in the 15th and 16th century, advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print ads were used mainly to promote books (which were increasingly affordable) and medicines (which were increasingly sought after as disease ravaged Europe and Britain). Quack ads became a problem, which ushered in regulation of advertising content. As the economy was expanding during the 19th century, the need for advertising grew at the same pace. In America, the classified ad became popular, filling pages of newspapers with small print messages promoting all kinds of goods. The success of this advertising format led to the growth of mail-order advertising. In 1843 the first advertising agency was established by Volney Palmer in Philadelphia. At first the agencies were just brokers for ad space in newspapers, but by the 20th century, advertising agencies started to take over responsibility for the content as well. The 1960's saw advertising transform into a modern, more scientific approach in which creativity was allowed to shine, producing unexpected messages that made advertisements interesting to read. The Volkswagen ad campaign featuring such headlines as "Think Small" and "Lemon" ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. Today, advertising is evolving even further, with "guerrilla" promotions that involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message.

Media

Philadelphia Commercial advertising media can include billboards (outdoor advertising), street furniture components, printed flyers, radio, cinema and television ads, web banners, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product placement. The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as much for its commercial advertisements as for the game itself, and the average cost of a single thirty-second TV spot during this game has reached $2.3 million (as of 2004). Increasingly, other mediums such as those discussed below are overtaking television due to a shift towards consumer's usage of the Internet as well as devices such as TiVo. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam". A message is spam only when it is unsolicited and in bulk. Some companies have proposed to place messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda). Unpaid advertising (also called word of mouth advertising), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it by zealot"), spreading buzz, or achieving the feat of equating a brand with a common noun ("Hoover" = "vacuum cleaner", "Kleenex" = "tissue") -- these must provide the stuff of fantasy to the holder of an advertising budget. The most common method for measuring the impact of mass media advertising is the use of the rating point (rp) or the more accurate target rating point (trp). These two measures refer to the percentage of the universe of the existing base of audience members that can be reached by the use of each media outlet in a particular moment in time. The difference between the two is that the rating point refers to the percentage to the entire universe while the target rating point refers to the percentage to a particular segment or target. This becomes very useful when focusing advertising efforts on a particular group of people. For example, think of an advertising campaign targeting a female audience aged 25 to 45. While the overall rating of a TV show might be well over 10 rating points it might very well happen that the same show in the same moment of time is generating only 2.5 trps (being the target: women 25-45). This would mean that while the show has a large universe of viewers it is not necessarily reaching a large universe of women in the ages of 25 to 45 making it a less desirable location to place an ad for an advertiser looking for this particular demographic.

Objectives

Whereas marketing aims to identify markets that will purchase a product (business) or support an idea and then facilitate that purchase, advertising is the paid communication by which information about the product or idea is transmitted to potential consumers. In general, advertising is used to convey availability of a "product" (which can be a physical product, a service, or an idea) and to provide information regarding the product. This can stimulate demand for the product, one of the main objectives of advertising. More specifically, there are three generic objectives of advertisements : communicate information about a particular product, service, or brand (including announcing the existence of the product, where to purchase it, and how to use it), persuade people to buy the product, and keep the organization in the public eye (called institutional advertising). Most advertising blends elements of all three objectives. Typically new products are supported with informative and persuasive ads, while mature products use institutional and persuasive ads (sometimes called reminder ads). Advertising frequently uses persuasive appeals, both logical and emotional (that is, it is a form of propaganda), sometimes even to the exclusion of any product information. More specific objectives include increases in short or long term sales, market share, awareness, product trial, mind share, brand name recall, product use information, positioning or repositioning, and organizational image improvement. Examples of the ideas, informative or otherwise, that advertising tries to communicate are product details, benefits and brand information. Advertising usually seeks to find a unique selling proposition (USP) of any product and communicate that to the user. This may take the form of a unique product feature or a perceived benefit. In the face of increased competition within the market due to growing numbers of substitutes there is more branding occurring in advertising. This branding attributes a certain personality or reputation to a brand, termed brand equity, which is distinctive from its competition. Generally, brand equity is a measure of the volume and homogeneity of, as well as positive and negative characteristics of, individual and cultural ideas associated with the product. Effective advertising will stimulate demand for a product and build brand equity and brand franchise. When enough brand equity is created that the brand has the ability to draw buyers (even without further advertising), it is said to have brand franchise. The ultimate brand franchise is when the brand is so prevalent in people's mind (called mind share), that it is used to describe the whole category of products. This phenomena is sometimes known as "hyperbranding." Kleenex, for example, can distinguish itself as a type of tissue or a label for a category of products. That is, it is frequently used as a generic term. One of the most successful firms to have achieved a dominant brand franchise is Hoover, whose name was for a very long time synonymous with vacuum cleaner (and Dyson has subsequently managed to achieve similar status, having moved into the Hoover market with a more sophisticated model of vacuum cleaner). The strength of a brand franchise can be established to a greater or lesser degrees in various markets. In Texas, for example, it is common to hear people refer to any soft drink as a Coke, regardless of whether it is actually produced by Coca-Cola or not (more accurate terms would be 'cola' or 'soda'). A legal risk of the dominant brand franchise is that the name can become so widely accepted that it becomes a generic term, and loses trademark protection. Examples include "escalator", "aspirin" and "mimeograph". (See genericized trademark)

Techniques

genericized trademark train station in 2004.]] Advertisers use several recognizable techniques in order to better convince the public to buy a product and shape the public's attitude towards their product. These may include:
- Repetition: Some advertisers concentrate on making sure their product is widely recognized. To that end, they simply attempt to make the name remembered through repetition.
- Bandwagon: By implying that the product is widely used, advertisers hope to convince potential buyers to "get on the bandwagon."
- Testimonials: Advertisers often attempt to promote the superior quality of their product through the testimony of ordinary users, experts, or both. "Three out of four dentists recommend..." This approach often involves an appeal to authority.
- Pressure: By attempting to make people choose quickly and without long consideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"
- Appeal to emotion: Various techniques relating to manipulating emotion are used to get people to buy a product. Apart from artistic expression intended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three common argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule. Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. Emotional appeals are becoming increasingly popular in the health industry, with large companies like 24 Hour Fitness becoming increasingly adept at utilizing a potential customers fear to sell memberships; selling not necessarily the actual gym, but the dream of a new body. Finally, appeals to spite are often used in advertising aimed at younger demographics.
- Association: Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable. The use of attractive models, a practice known as sex in advertising, picturesque landscapes and other alluring images is common. Also used are "buzzwords" with desired associations. On a large scale, this is called branding.
- Advertising slogans: These can employ a variety of techniques; even a short phrase can have extremely heavy-handed technique.
- Controversy, as in the Benetton publicity campaign.
- Guerilla advertising: Advertising by association. Done in such a way so the target audience does not know that they have been advertised to, but their impression of the product is increased (or decreased) if that is the intent of the advertiser. The focus is to promote the products or services in a way that revolves around ingenuity rather than finances in order to make a large impact, while spending as little money as possible.
- Subliminal messages: It was feared that some advertisements would present hidden messages, for example through brief flashed messages or the soundtrack, that would have a hypnotic effect on viewers ('Must buy car. Must buy car.') The notion that techniques of hypnosis are used by advertisers is now generally discredited, though subliminal sexual messages are extremely common, ranging from car models with SX prefixes to suggestive positioning of objects in magazine ads and billboards. During the 1990s, advertisers have increasingly employed the device of irony. Aware that today's media-savvy viewers are familiar with -- and thus cynical about -- the traditional methods listed above, advertisers have turned to poking fun at those very methods. This "wink-wink" approach is intended to tell viewers, "We know that YOU know we're trying to sell you something, so bear with us and let's have fun." The ultimate goal of such advertising is to convey a sense of trust and confidence with viewers, by essentially saying, "We respect your intelligence, and you should respect us because we're not trying to fool you." Common television examples include most beer advertising and the commercials of the Geico insurance company.

Public service advertising

The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as AIDS, political ideology, energy conservation, religious recruitment, and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes." - Attributed to Howard Gossage by David Ogilvy Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. Public service advertising reached its height during World Wars I and II under the direction of several U.S. government agencies.

Social impact

Regulation

There have been increasing efforts to protect the public interest by regulating the content and the reach of advertising. Some examples are the ban on television tobacco advertising imposed in the USA, and the total ban on advertising to children under twelve imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which has found that Sweden was obliged to accept whatever programming was targeted at it from neighbouring countries or via satellite. In Europe and elsewhere there is a vigorous debate on whether and how much advertising to children should be regulated. This debate was exacerbated by a report released by the Henry J. Kaiser Family Foundation in February 2004 which suggested that food advertising targeting children was an important factor in the epidemic of childhood obesity raging across the United States. In many countries - namely Europe, New Zealand, South Africa and Canada - the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organisations are funded by the industry, but remain independent, with the intent of upholding the standards or codes (like the ASA in the UK).

Critiques of the medium

As advertising and marketing efforts become increasingly ubiquitous in modern Western societies, the industry has come under criticism of groups such as AdBusters via culture jamming which criticizes the media and consumerism using advertising's own techniques. The industry is accused of being one of the engines powering a convoluted economic mass production system which promotes consumption. Some advertising campaigns have also been criticized as inadvertently or even intentionally promoting sexism, racism, and ageism. Such criticisms have raised questions about whether this medium is creating or reflecting cultural trends. At very least, advertising often reinforces stereotypes by drawing on recognizable "types" in order to tell stories in a single image or 30 second time frame. Recognizing the social impact of advertising, MediaWatch, a non-profit women's organization, works to educate consumers about how they can register their concerns with advertisers and regulators. It has developed educational materials for use in schools. The award-winning book, Made You Look - How Advertising Works and Why You Should Know [http://www.made-you-look.ca], by former MediaWatch president Shari Graydon, provides context for these issues for young readers. Public interest groups, and free thinkers are increasingly suggesting that access to the mental space targeted by advertisers should be taxed, in that at the present moment that space is being freely taken advantage of by advertisers with no compensation paid to the members of the public who are thus being intruded upon. This kind of tax would be a Pigovian tax in that it would act to reduce what is now increasingly seen as a public nuisance. Efforts to that end are gathering momentum, with Arkansas and Maine considering bills to implement such taxation. Florida enacted such a tax in 1987 but was forced to repeal it after six months, as a result of a concerted effort by national commercial interests, which withdrew planned conventions, causing major losses to the tourism industry, and cancelled advertising, causing a loss of 12 million dollars to the broadcast industry alone.

Public perception of the medium

Over the years, the public perception of advertising has become very negative. It is seen as a medium that inherently promotes a lie, based on the purpose of the advertisement - to encourage the target audience to submit to a cause or a belief, and act on it to the advertising party's benefit and consequently the target's disadvantage. They are either perceived as directly lying (stating opinions or untruths directly as facts), lying by omission (usually terms or conditions unfavorable to the customer) or portraying a product or service in a light that does not reflect reality. It is this increased awareness of the intention of advertising, as well as advertising regulations that have increased the challenges that marketers face.

Future

With the dawn of the Internet have come many new advertising opportunities. Popup, Flash, banner, and email advertisements (the last often being a form of spam) abound. Recently, the advertising community has attempted to make the adverts themselves desirable to the public. In one example, Cadillac chose to advertise in the movie 'The Matrix Reloaded', which as a result contained many scenes in which Cadillac cars were used. Each year, greater sums are paid to obtain a commercial spot during the Super Bowl. Companies attempt to make these commercials sufficiently entertaining that members of the public will actually want to watch them. Particularly since the rise of "entertaining" advertising, some people may like an advert enough that they wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their adverts to anyone wishing to see or hear them.

See also


- Advertising-free media
- Advertising magnates
- Bait and switch
- Brand
- List of advertising characters
- Marketing
- Promotion
- Propaganda

Bibliography


- Wernick, Andrew (1991) "Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.)", London: Sage Publications Ltd, ISBN 0803983905
- Graydon, Shari (2003) "Made You Look - How Advertising Works and Why You Should Know", Toronto: Annick Press, ISBN 1-55037-814-7

External links


- [http://www.adage.com/ Advertising Age], advertisement industry news
- [http://www.adweek.com/ AdWeek], advertisement industry news
- [http://advertising.utexas.edu/world/ University of Texas at Austin's Advertising related online directory]
- [http://historymatters.gmu.edu/mse/Ads/amadv.html American Advertising: A Brief History], George Mason University history essay
- [http://www.stayfreemagazine.org/archives/18/norris.html Advertising history according to the textbooks]
- [http://www.effie.org/ Effie Awards], an American award for ads
- [http://www.ephinx.com/tvadverts/ Ephinx TV adverts], television advertisements primarily from the UK
- [http://www.visit4info.com/ Visit4Info], download and view ads
- [http://www.brainstorm9.com.br/ Brainstorm #9], a brazilian blog with extensive archive of ads, outdoors, guerrilla marketing
- [http://www.advertisingebooks.com/best_seller_ads/ Create Persuasive and Effective Advertisement] eGuide - Writing & Designing Advertisements

Awareness


- [http://www.ericdigests.org/pre-9219/consumer.htm Educating the Consumer about Advertising: Some Issues]
- [http://www.ericdigests.org/1996-3/advertising.htm Advertising in the Schools]
- [http://www.made-you-look.ca Made You Look], advertising awareness education site for children and parents

Critical views


- [http://www.adbusters.org/ AdBusters], anti-consumerist magazine
- [http://www.arachnoid.com/lutusp/consumerangst.html Consumer Angst] a critical essay about certain advertisements

Advert humor & parody


- [http://blog.miragestudio7.com/category/advertisement/ Funny Advertisement]
- [http://parody.organique.com/ False Advertising], a gallery of advert parodies
- [http://www.saunalahti.fi/~ivanoff/mainos/ Funny Finnish Adverts], with English translations
- [http://www.zeldman.com/adgraveyard/ The Advert Graveyard]
- [http://www.badadverts.co.uk/ Bad Adverts.co.uk], Regular and entertaining reviews of the UK's worst adverts
- [http://www.lileks.com/institute/orphanage/index.html Orphanage of Cast-Off Mascots], a selection of forgotten product mascots
- [http://www.huhcorp.com/ Huh? Corp], a parody of an advertising agency
- [http://www.herringwaffleman.com/ Herring & Waffleman], yet another parody of a communications firm
Category:Graphic design Category:Advertising category:Promotion and marketing communications Category:Marketing ja:広告 simple:Advertising

Marketing

Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals." American Marketing Association. Many companies, particularly prior to the 1970s, were product-focused, employing teams of salespeople to push their products into or onto the market, regardless of market desire. A market-focused, or customer-focused, organization instead first determines what its potential customers desire, and then builds the product. Marketing theory and practice is justified on the belief that customers use a product or service because they have a need, or because a product has perceived benefit. Two major aspects of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers. Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place and improving the products/service continuously to protect her business from competitive encroachments. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Marketing research underpins these activities. Through advertising, it is also related to many of the creative arts.

Types of markets

The word market originally meant the place where the exchange between seller and buyer took place. Today we speak of a market as either a region where goods are sold and bought or particular types of buyer (summarized from Wells, Burnett, Moriarty, pg. 65–66). When strategizing specialists in marketing comment about markets they are usually referring to the different groups of people and/or organizations. The four major market groups are 1) consumer, 2) business to business, 3) institutional, and 4) reseller.

Product, price, promotion, and placement

In popular usage, the term "marketing" refers to the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning that recognizes that marketing is customer centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language. The Four Ps are:
- Product: The Product management aspect of marketing deals with the specifications of the actual good or service, and how it relates to the end-user's needs and wants.
- Pricing: This refers to the process of setting a price for a product, including discounts.
- Promotion: This includes advertising, sales promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company.
- Placement or distribution refers to how the product gets to the customer; for example, point of sale placement or retailing. These four elements are often referred to as the marketing mix. A marketer can use these variables to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services. Industrial or b2b marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.

Technique

For a marketing plan to be successful, the mix of the four "p's" must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. Most companies today have a customer orientation (also called customer focus). This implies that the company focuses its activities and products on customer needs. Generally there are two ways of doing this: the customer-driven approach and the product innovation approach. In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures inspite of being technological breakthroughs. The next big thing is a concept in marketing that refers to a product or idea that will allow for a high amount of sales for that product and related products. Marketers believe that by finding or creating the next big thing they will spark a cultural revolution that results in this sales increase. In a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation. Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. Diffusion of innovations research explores how and why people adopt new products, services and ideas. A relatively new form of marketing uses the Internet and is called internet marketing or more generally e-marketing, affiliate marketing or online marketing. It typically tries to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing.

Criticism of marketing

Some aspects of marketing, especially promotion, are the subject of criticism. See the main article Criticism of marketing.

Related lists

See List of marketing topics for an extensive list of the marketing articles on Wikipedia.
- list of management topics
- list of human resource management topics
- list of economics topics
- list of finance topics
- list of accounting topics
- list of information technology management topics
- list of production topics
- list of business law topics
- list of international trade topics
- list of business ethics, political economy, and philosophy of business topics
- list of business theorists
- list of economists
- list of corporate leaders
- list of companies

External links


- [http://www.knowthis.com KnowThis.com - Marketing Virtual Library] – an extensive marketing reference site
- [http://www.sosig.ac.uk/roads/subject-listing/World-cat/market.html SOSIG Marketing directory] – a directory of marketing topics available on the web
- [http://www.mediapost.com/ Media and Advertising Directory]
- [http://www.tutor2u.net/revision_notes_marketing.asp Study notes on core marketing topics]
- [http://www.knowledge-community.com/Marketing Knowledge-Community.com] - The Community of Knowledge-Workers worldwide Category:Marketing ja:マーケティング

Publicity

Publicity is the deliberate attempt to manage the public's perception of a product. The product could include anything from traditional goods and services, to celebrities, or works of entertainment. From a marketing perspective, publicity is one of the variables that comprise the promotional mix. The other components of promotions are advertising, sales promotion, and personal selling. Promotion is one of the variables that comprise the marketing mix. Publicity is closely related to public relations. Whereas public relations is the management of all communications between the firm and the general public, publicity is the management of product or brand related communications between the firm and the general public. It is primarily an informative activity (as opposed to a persuasive one), but its ultimate goal is to promote the companies products, services, or brands. A publicity plan is a planned program aimed at obtaining favorable press coverage for a companies products. A basic tool of the publicist is the press release, but other techniques include telephone press conferences, in-studio media tours, multi-component video news releases (VNR’s), newswire stories, and internet releases. For these releases to be used by the media, they must be of interest to the public ( or at least to the market segment that the media outlet is targeted to). The releases are often customized to match the media vehicle that they are being sent to. Getting noticed by the press is all about saying the right thing at the right time. A publicist is continuously asking what about you or your company will pique the reader's curiosity and make a good story? The most successful publicity releases are related to topics of current interest. These are referred to as news pegs. An example is if three people die of water poisoning, an alert publicist would release stories about the technology embodied in a water purification product. But the publicist cannot wait around for the news to present opportunities. They must also try to create their own news. Examples of this include:
- Contests
- Walkathons
- Art exhibitions
- Event sponsorship
- Arrange a speech or talk
- Make an analysis or prediction
- Conduct a poll or survey
- Issue a report
- Take a stand on a controversial subject
- Arrange for a testimonial
- Announce an appointment
- Celebrate an anniversary
- Invent then present an award
- Stage a debate
- Organize a tour of your business or projects
- Issue a commendation The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos) to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and frustration over the low percentage of releases that are taken up by the media. Publicity draws on several key themes including birth, love, and death. These are of particular interest because they are themes in human lives which feature heavily thoughout life. In television serials several couples have emerged during crucial ratings and important publicity times, as a way to make constant headlines. Also known as a publicity stunt, the pairings may or may not be truthful.

Publicists

A publicist is a person whose job is to generate and manage publicity for a product, public figure, especially a celebrity, or for a work such as a book or movie. Publicists usually work at large companies handling multiple clients. The Top US Entertainment Publicists are:
- Lizze Grubman, [http://www.grubmanpr.com Grubman PR]
- Karen Ammond, [http://www.kbcmedia.com KBC Media Relations]
- PMK Public Relations, 1775 Broadway, Suite 701, New York, NY 10019 The Top Australian Entertainment Publicists include:
- Max Markson, [http://www.marksonsparks.com.au Markson Sparks!]
- Harry M. Miller, [http://www.harrymmiller.com.au Harry M. Miller Group]
- Greg Tingle, [http://www.mediaman.com.au Media Man Australia]

Effectiveness of Publicity

The theory Any Publicity is Good Publicity has been coined to describe situations where bad behaviour by people involved with an organisation or brand has actually resulted in positive results, due to the fame and press coverage accued by such events. A good example would be Paris Hilton's many antics, from lurid sex tapes to clumsy behaviour on TV shows actually increasing business at the family's chain of Hilton Hotels. Another example would be the fact that the movie Proof of Life starring Russell Crowe and Meg Ryan, saw commercial success, even though it wasn't very well received critically, perhaps because of the affair between Crowe and Ryan, which led to Ms. Ryan separating from her then husband Dennis Quaid. The reason for this may be due to intense human interest generated by the character's in these events.

External link


- [http://prwritingonline.com/publicitytips.html Publicity Resources]
- [http://www.mediaman.com.au/profiles/publicity.html MMA Publicity Resources - Australian focus] Category:Public relationscategory:Promotion and marketing communicationsCategory:Marketing

Sales

:This article is about the commercial activity. For the commune in France, see Sales, Haute-Savoie. Sales, or the activity of selling, forms an integral part of commercial activity. Mastering sales is considered by many as some sort of persuading "art". On the contrary, the methodological approach of selling refers to it as a systematic process of repetitive and measurable milestones, by which a salesperson relate his offering enabling the buyer to visualize how to achieve his goal in an economic way. Selling is a practical implementation of marketing; it often forms a separate grouping in a corporate structure, employing separate specialist operatives known as salesmen (singular: salesman or salesperson). The successful questioning to understand a customers goal, the further creation of a valuable solution by communicating the necessary information that encourages a buyer to achieve his goal at an economic cost is the responsibility of the sales person or the sales engine (e.g. internet, vending machine etc). The primary function of professional sales is to generate and close leads, educate prospects, fill needs and satisfy wants of consumers appropriately, and therefore turn prospective customers into actual ones. From a marketing point of view, selling is one of the methods of promotion used by marketers. Other promotional techniques include advertising, sales promotion, publicity, and public relations. Various sales strategies exist, such as tit-for-tat which is best if ongoing dealings and interactions are expected. This insight is behind so-called consultative sales process which are used by Saturn to sell cars, as well as for some direct Business-to-Business sales. Several types of sales exist including direct, consultative, and complex sales. Complex sales varies from other types in that the customer plays a more pro-active role, often requiring proposal response to their Request for Proposal (RFP).

Forms

Modes of selling include:
- Direct Sales - involving face-to-face contact
  - retail or consumer
  - door-to-door or travelling salesman
  - business-to-business
- Indirect - human-mediated but with indirect contact
  - telemarketing or telesales
  - mail-order
- Electronic
  - web B2B, B2C
  - EDI
- Agency-based
  - consignment
  - multi-level marketing
  - sales agents (real estate, manufacturing) Types of sales include:
- Direct sales
- Consultative sales
- Complex sales

Critique of selling

In theory, the purpose of selling is to help a customer realize his or her goals in an economic fashion. However, in reality this is not always the case. Customers can be influenced to purchase a product or service that initially was not of interest to them. Some salespeople are trained in the art of selling customers things they don't need. Take for example the purchasing of a car: a consumer may have a set of cars in mind (called an evoked set) that she feels match her needs, wants and budget. She may seek the advice of a salesperson given that a salesperson can help her realize the right car given those criteria. This can be a socially useful function; salespeople have specialized knowledge of products that can help consumers make an informed decision. However, a salesperson may also talk a consumer into purchasing a more expensive or perhaps larger car then she needs or can afford. In this context, the salesperson may have usefully helped the customer re-evaluate her needs, thereby establishing a new set of appropriate choices among which included the newer or large car. This again would be a helpful and useful service provided by the salesperson. However, it is sometimes the case that customers purchase a product or service that was not initially intended and remains an inappropriate purchase after the fact. On the other hand, the consumer in this scenario can be held partially responsible for the inappropriate purchase; indeed, "A fool and his money are soon parted." (P.T. Barnum, English proverbs) This dysfunctional behaviour is encouraged by:
- incentives of salespeople to increase their total number of sales, especially where retailers keep track of sales or offer commission-based salaries
- incentives from the manufactures of products or the companies of service providers to salespeople to sell their products where other similar products offered by competitors are offered
- the incentive to sell a customer a product that is in need of being cleared out, despite the fact that a customer may be better to wait for the new product

References

See also


- Marketing, promotion, Contract of sale, list of marketing topics, sales techniques
- Vendor-independent solutions provider

Compare


- Trade, merchant, detailmen Category:Personal selling Category:Promotion and marketing communications Category:Marketing ja:販売 simple:Sell

Sales promotion

In marketing, sales promotion is one of the four aspects of promotion. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion is media and non-media marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:
- coupons
- discounts and sales
- contests
- point of purchase displays
- rebates
- gifts and incentive items
- free travel, such as free flights Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many.

Consumer sales promotion techniques


- Price deal: A temporary reduction in the price, such as happy hour
- Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.
- Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent off).
- Coupons: coupons have become a standard mechanism for sales promotions.
- Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.
- On-shelf couponing: Coupons are present at the shelf where the product is available.
- Checkout dispensers: On checkout the customer is given a coupon based on products purchased.
- On-line couponing: Coupons are available on line. Consumers print them out and take them to the store.
- Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer.
- Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.
- Point-of-sale displays:
  - Aisle interrupter: A sign the juts into the aisle from the shelf.
  - Dangler: A sign that sways when a consumer walks by it.
  - Dump bin: A bin full of products dumped inside.
  - Glorifier: A small stage that elevates a product above other products.
  - Wobbler: A sign that jiggles.
  - Lipstick Board: A board on which messages are written in crayon.
  - Necker: A coupon placed on the 'neck' of a bottle.
  - YES unit: "your extra salesperson" is a pull-out fact sheet.

Trade sales promotion techniques


- Trade allowances: short term incentive offered to induce a retailer to stock up on a product.
- Dealer loader: An incentive given to induce a retailer to purchase and display a product.
- Trade contest: A contest to reward retailers that sell the most product.
- Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
- Training programs: dealer employees are trained in selling the product.
- Push money: also known as "spiffs". An extra commission paid to retailer employees to push products.

See also


- Marketing
- Promotion
- Pricing
- Alcohol advertising
- Tobacco advertising category:Promotion and marketing communicationsCategory:Marketing category:sales promotion

1843

1843 was a common year starting on Sunday (see link for calendar).

Events


- February 6 - The Virginia Minstrels perform the first minstrel show (Bowery Amphitheatre, New York City).
- February 11 - Giuseppe Verdi's opera I Lombardi premieres in Milan
- May 18 - The Disruption of the Church of Scotland took place in Edinburgh
- May 22 - The first major wagon train headed for the northwest sets out with one thousand pioneers from Elm Grove, Missouri on the Oregon Trail.
- July 19 - The SS Great Britain is launched from Bristol.
- August 15 - Tivoli Gardens, one of the oldest still intact amusement parks in the world, opened in Copenhagen, Denmark.
- October 13 - In New York City, Henry Jones and 11 others found B'nai B'rith (the oldest Jewish service organization in the world).
- November 28 - Ka La Ku'oko'a: Hawaiian Independence Day. The Kingdom of Hawai`i was officially recognized by the United Kingdom and France as an independent nation.
- The world's first commercial Christmas cards are printed by Sir Henry Cole in London.
- December 17 - First publication of Charles Dickens' A Christmas Carol.
- James Joule quantifies the conversion of work into heat
- In Barbados, the first black man, Samuel Jackson Prescod, is elected to House of Assembly
- Danish government re-establishes althing in Iceland as an advisory body
- First tunnel under Thames is finished
- Argentina supports Rosas of Uruguay and begins a siege of Montevideo
- Quaternions are discovered by William Rowan Hamilton.
- The Economist is first published.
- Bishop's University is founded.
- Abbeville is founded by descendants of Acadians from Nova Scotia.

Births


- January 10 - Frank James, American outlaw (d. 1915)
- January 29 - William McKinley, 25th President of the United States (d. 1901)
- April 4 - William Jackson, photographer
- April 15 - Henry James, American writer (d. 1916)
- May 21 - Charles Albert Gobat, Swiss politician, recipient of the Nobel Peace Prize (d. 1914)
- June 3 - King Frederick VIII of Denmark (d. 1912)
- June 9 - Bertha von Suttner, Austrian writer and pacificist, recipient of the Nobel Peace Prize (d. 1914)
- June 15 - Edvard Grieg, Norwegian composer (d. 1907)
- June 30 - Sir Ernest Satow, British diplomat and scholar (d. 1928)
- July 7 - Camillo Golgi, Italian physician, recipient of the Nobel Prize in Physiology or Medicine (d. 1926)
- July 29 - Johannes Schmidt, German linguist (d. 1901)
- August 1 - Robert Todd Lincoln, American statesman and businessman (d. 1926)
- November 27 - Cornelius Vanderbilt II, American railway magnate (d. 1899)
- December 11 - Heinrich Hermann Robert Koch, German physician, recipient of the Nobel Prize in Physiology or Medicine (d. 1910)
- Jang Seung-eop, Korean painter (d. 1897)
- Alexander Herrmann, German magician

Deaths


- January 11 - Francis Scott Key, American lawyer and lyricist (b. 1779)
- March 21 - Robert Southey, English poet (b. 1774)
- March 25 - Robert Murray M'Cheyne, Scottish clergyman (b. 1813)
- March 27 - Karl Salomo Zachariae Von Lingenthal, German jurist (b. 1769)
- April 15 - Noah Webster, American lexicographer (b. 1758)
- April 17 - Samuel Morey, American inventor (b. 1762)
- June 6 - Friedrich Hölderlin, German writer (b. 1770)
- July 7 - John Holmes, American politician (b. 1773)
- December 18 - Thomas Graham, Lord Lynedoch, British Governor-General of India (b. 1748)
- William Abbot, English actor (b. 1798) Category:1843 ko:1843년 ms:1843

Volney Palmer

As the economy was expanding during the 19th century, the need for advertising grew at the same pace. In 1843 the first Quick Facts about: advertising agency An agency that designs advertisement to call public attention to its clientsadvertising agency was established by Volney Palmer in Philadelphia. At first the agencies were just brokers for ad space in newspapers, but in the 20th century, advertising agencies started to take over responsibility for the content as well.

Philadelphia

Philadelphia (sometimes referred to as "Philly" or "the City of Brotherly Love") is the fifth most populous city in the United States and the largest city in the Commonwealth of Pennsylvania, both in area and population. Since 1854, the city has been coterminous with Philadelphia County. Since 1952, the city and the county have shared a common government, yet the county still exists as a separate entity within Pennsylvania. As of June 30, 2005, the population estimate for the city was 1,470,151. The Philadelphia metropolitan area is the fourth largest in the United States by the current official definition, with some 6.2 million people, though some other definitions place it sixth behind the San Francisco Bay Area and Washington-Baltimore. Philadelphia is the central city for the Delaware Valley metropolitan area. Philadelphia is one of the oldest and most historically significant cities in the United States. It has played a critical role in American history and the birth of American independence, democracy, and freedom. During part of the 18th century, the city was the second capital and most populous city of the United States. At that time, it eclipsed Boston and New York City in political and social importance, with Benjamin Franklin playing an extraordinary role in Philadelphia's rise. The city limits have been coterminous with Philadelphia County since The Act of Consolidation in 1854. Prior to that, the city of Philadelphia consisted only of those areas between South Street, Vine Street, the Delaware River, and the Schuylkill River. The city's expansion incorporated the neighborhoods of West Philadelphia, South Philadelphia, North Philadelphia, and Northeast Philadelphia, as well as smaller communities such as Roxborough, Manayunk, Mt. Airy and Chestnut Hill. Philadelphia is also one of the largest college/university towns in the United States with over 120,000 students studying within the city limits alone and nearly 300,000 total college and university students in the metropolitan area.

History

Before Europeans arrived, the Delaware (Lenape) Indian town of Shackamaxon was located where Philadelphia now stands, specifically, the Germantown neighborhood. Although the area was within the bounds described in the 1632 Charter of Maryland, the Calvert family's actual reach never came this far, and Swedish colonists became the first Europeans to settle the area (see New Sweden), calling it Wiccacoa. A congregation was formed in 1646 on Tinicum Island by Swedish missionary Johannes Campanius. In 1700, the group built the Gloria Dei Church, also known as Old Swedes. Philadelphia is a planned city founded and developed by William Penn, a Quaker. The city's name means "city of brotherly love" in Greek (Φιλαδέλφια). Penn hoped that the city, as the capital of his new colony founded on principles of freedom and religious tolerance, would be a model of this philosophy. During early immigration by Quakers and others, when immigrants purchased land in the city, they also received farm land outside of the city. This was intended to allow the city's population to leave the city easily. Penn also required lots of alleyways and open spaces in hopes of controlling fires and disease, which were then common problems in London and other major cities. London Philadelphia was a major center of the independence movement during the American Revolutionary War. The Declaration of Independence and US Constitution were drafted in Philadelphia and signed in the city's Independence Hall. The United States Marine Corps also began here on Nov. 10, 1775 when Samuel Nicholas began recruiting men at Tun Tavern. For a time in the 18th century, Philadelphia was the largest city in the Americas north of Mexico City, and was the fourth largest city under Crown rule (after London, Bristol, and Dublin). In 1790, as the result of a compromise between a number of Southern congressmen and Alexander Hamilton, then serving as Secretary of the Treasury, the seat of the United States Government was temporarily moved from Federal Hall in New York to Congress Hall in Philadelphia before taking its current residence in Washington, DC. In exchange for locating a permanent capital on the banks of the Potomac River, the congressmen agreed to support Hamilton's financial proposals. Philadelphia served as the temporary capital for a decade, until 1800, when the Capitol building in the new Federal city of Washington, DC was opened. Washington, DC, separating Pennsylvania from New Jersey.]] An early railroad center, Philadelphia was the original home of the Baldwin Locomotive Works, the world's largest builder of steam locomotives, which eventually relocated to nearby Eddystone, Pennsylvania). The Pennsylvania Railroad, once America's largest railroad by revenue and traffic volume and at one time the largest public corporation in the world, was headquartered on Broad Street, as was its merger successor, the Penn Central, and in turn its freight railroad successor, Conrail. In 1876 Philadelphia hosted the World's Fair, known as the Centennial Exposition. Memorial Hall and the expansive mall in front of it are remnants of this fair. In 1926, the city held the Sesquicentennial Exposition, but Philadelphia was not the central focus of the United States Bicentennial observances that took place nationwide in the United States in 1976, a distinction that went to New York City. New York City

Geography and climate

Geography

New York City satellite. The Delaware River is visible in this shot.]] Philadelphia is located at . According to the United States Census Bureau, the city has a total area of 369.4 km² (142.6 mi²). 349.9 km² (135.1 mi²) of it is land and 19.6 km² (7.6 mi²) of it is water. The total area is 5.29% water. Bodies of water include the Delaware River, Schuylkill River, Cobbs Creek, Wissahickon Creek, and Pennypack Creek. The lowest point in the city is 10 feet above sea level near Fort Mifflin in Southwest Philadelphia at the convergence of the Delaware and Schuylkill Rivers. The highest point in the city is Chestnut Hill, with an elevation of 432 feet above sea level located near Evergreen Place, just north and west of Evergreen Avenue.

Climate

The climate in Philadelphia is temperate, with four seasons. Summers tend to be hot and often muggy, with the humidity tending to be high during July and August. Fall and spring are mild and generally the most pleasant seasons. The rainfall pattern is generally spread throughout the year, with between six and nine wet days per month. Winters are cold, but seldom does the temperature drop below zero. Snow is unpredictable, some winters experiencing little and others characterised by continual snowstorms. The city center and inner New Jersey suburbs generally have light snow, with heavier falls being experienced to the north and west of the metropole. The lowest temperature ever recorded was -7° F on January 22 1984, and the highest temperature ever recorded was 104° F on July 3 1966.

Cityscape

1966 Penn's surveyor, Thomas Holme, laid out the city in a strict grid, with all streets running either north-south or east-west. The north-south streets are numbered sequentially from Front (instead of First), along the Delaware River, to 13th, followed by the main north-south thoroughfare, Broad Street (instead of 14th). The numbered streets then resume, continuing in the original plan to 28th at the Schuylkill River. The east-west streets, many of them named for trees, e.g., Chestnut, Walnut, Locust, and Spruce (laid out in increasing hardness from softwood Pine in the South to hardwood Chestnut in the North) parallel the main thoroughfare named High Street by Penn, but called Market Street since at least the early 18th century. Six blocks south of Market is South Street, noted in recent decades for its raucous night life and the subject of the 1963 hit single by The Orlons of the same name, was the original southern boundary of the city. Vine Street, located three blocks north of Market, served as the original northern boundry. The Orlons Holme also planned five public parks, one at the intersection of High and Broad Streets in the very center of the city, now occupied by City Hall, and four others surrounding it now called Washington Square, Rittenhouse Square, Logan Square and Franklin Square. The eastern edge of Rittenhouse Square is on 18th St., four blocks west of City Hall, while the western edge of Washington Square is between 7th and 8th, about six and a half blocks east of City Hall. Both are the same distance south of City Hall. Concurently both Logan Square and Franklin Square are located the same distances east and west of City Hall as Washington and Rittenhouse and two to three blocks north of Market Street, reflecting the southern squares. The post World War II era would see further changes in the cityscape. Under the leadership of Edmund N. Bacon, the Philadelphia City Planning Commission organized a master plan for the city, creating a variety of special planning, redevelopment, development districts and areas to coordinate their efforts. Projects that were headed by the new master plan, ere major redevelopment of Center City, including the Penn Center Area (a large area of previous rail road land located north of Market and West of Broad), Market East and Penns Landing, new development and expansion in University City (focused mainly on the University of Pennsylvania), as well as the opening up of development on the fringes of the city, the Far Northeast and South Philadelphia Sports Complex. Bacons efforts would also see changes in the transportation of the city, with the inclusion of the Center City Rail Connector, Vine Street Expressway, Delaware Expressway, and improvements to the Schykull Expressway. Many of Bacons ideas, though not entirely as he had envisioned, can be seen today, with the basis of his master plan still being the governance of development in the city today.

Neighborhoods

Philadelphia has many neighborhoods, each of which has its own identity. Many of these neighborhoods coincide with the borough and townships that made up Philadelphia County before their absorption by the city. These include Logan Square, Andorra, Roxborough, Northern Liberties, Old City, Bustleton, Brewerytown, Oxford Circle, Feltonville, Somerton, Juniata Park, Manayunk, Center City, Queen Village, Kensington, Frankford, University City, Strawberry Mansion, Chestnut Hill, Fishtown, Olney, Logan, Port Richmond, Germantown, Mount Airy, Mayfair, Tacony, Wynnefield, Chinatown, Fox Chase, South Philly, Graduate Hospital/Southwest Center City, Society Hill, the Museum District and many others.

Suburbs

see Delaware County, Pennsylvania and Montgomery County, Pennsylvania Philadelphia also has a significant immediete suburban area which depend on its economy and public transportation, such as Yeadon, Upper Darby, Lansdowne, Ardmore, King Of Prussia, Abington, Jenkintown, Cheltenham, Willow Grove, Bala Cynwyd, Glenside, and Norristown.

Economy

Philadelphia's economy is heavily based upon manufacturing, refining, food, and financial services. The city also has its own stock exchange. The city is home to many major Fortune 500 companies, including cable television and internet provider Comcast, insurance companies CIGNA and Lincoln Financial Group, energy company Sunoco, food services company Aramark, Crown Holdings Incorporated, Rohm and Haas Company, the pharmaceutical company GlaxoSmithKline, Boeing helicopters division, and automotive parts retailer Pep Boys. The Federal government plays a large role in Philadelphia as well. The city served as the first capital city of the United States, before the construction of Washington, D.C.. Today, the east-coast operations of the United States Mint are based near the historic district, and the Federal Reserve Bank's Philadelphia division is based there as well. Due in part to the historical presence of the Pennsylvania Railroad, and the large ridership at 30th Street Station, Amtrak also maintains a significant presence in the city. These jobs include customer service representatives and ticket processing and other behind the scenes personnel, in addition to the normal functions of the railroad. Because of the presence of the federal government, the city has a large contingent of law firms. The city is also a national center of law due to the prestigious University of Pennsylvania Law School and the Temple University Beasley School of Law.

People and culture of Philadelphia

Amtrak, will soon be eclipsed in height by the Comcast Center, currently under construction.]]

Demographics

As of the census of 2000, there are 1,517,550 people, 590,071 households, and 352,272 families residing in the city. The population density is 4,337.3/km² (11,233.6/mi²). There are 661,958 housing units at an average density of 1,891.9/km² (4,900.1/mi²). The racial makeup of the city is 45.02% White, 43.22% African American, 0.27% Native American, 4.46% Asian, 0.05% Pacific Islander, 4.77% from other races, and 2.21% from two or more races. 8.50% of the population are Hispanic or Latino of any race. The ethnic makeup of the city is 32.5% Black, 13.6% Irish, 9.2% Italian, 8.1% Puerto Rican, 6.4% German, and 4.3% Polish. Of the 590,071 households, 27.6% have children under the age of 18 living with them, 32.1% are married couples living together, 22.3% have a female householder with no husband present, and 40.3% are non-families. 33.8% of all households are made up of individuals and 11.9% have someone living alone who is 65 years of age or older. The average household size is 2.48 and the average family size is 3.22. In the city the population is spread out with 25.3% under the age of 18, 11.1% from 18 to 24, 29.3% from 25 to 44, 20.3% from 45 to 64, and 14.1% who are 65 years of age or older. The median age is 34 years. For every 100 females there are 86.8 males. For every 100 females age 18 and over, there are 81.8 males. The median income for a household in the city is $30,746, and the median income for a family is $37,036. Males have a median income of $34,199 versus $28,477 for females. The per capita income for the city is $16,509. 22.9% of the population and 18.4% of families are below the poverty line. Out of the total population, 31.3% of those under the age of 18 and 16.9% of those 65 and older are living below the poverty line.

Culture

Philadelphia has long been a Black and White city, with hardly any Asians or Hispanics to speak of. Recently however, starting in the Nineties, tens of thousands of Asian and Hispanic peoples entered the city, raising the Asian and Hispanic percentage, but decreasing the White and Black percentages, as whites continued to flee and Blacks not growing as fast. The immigration of Asian and Hispanic peoples, as well as many others, have slowed the city's decreasing population, and the city is predicted to have a growth rate of zero, or an increase in population by 2010. The city has the second largest Irish, Italian, and Jamaican populations in America. Increases in Latino immigration have created a diverse Hispanic community centered around El Centro de Oro in North Philadelphia. There is also a large Puerto Rican and Dominican population in the city. The Asian community has long been established in the city's bustling Chinatown district, but recent Vietnamese immigrants have also forged neighborhoods and bazaars alongside the venerable Italian market. Numerous Korean immigrants have come to the melting-pot of Olney. Many other cultures can also be found throughout the city, including Subsaharan Africans and West Indians in the Cedar Park neighborhood, Poles in the Port Richmond neighborhood, and many Russian, Greek and Ukrainian immigrants in the Near Northeast. Recent immigration from Asia to Philadelphia are of mainly Indian, Chinese, Vietnamese, Cambodian, and Thai backgrounds. Also the skyrocketing Latino population continues to grow as Mexican, Colombian, Guatemalan, and Puerto Rican, although Puerto Rican immigration to the United States is diminishing, move to the city. Philadelphia also has a large population of Ethiopians,Somalians, Jamaicans, Haitians, Sudanese, and Nigerians making up a large part of the city's African population.

Annual fairs and events


- The Mummers Parade, held every New Year's Day on Broad Street
- The Greek Picnic, a reunion and celebration of African-American college fraternities
- Philadelphia St. Patrick's Day Parade
- The Wing Bowl, a chicken wing eating competition
- Philadelphia Flower Show
- First Friday
- Philadelphia Fringe Festival
- Philadelphia Folk Festival
- Philadelphia Film Festival
- Philadelphia Auto Show
- Unity Day
- [http://www.phillypride.org OutFest/PrideFest]

Food

Philadelphia has great diversity, depth, and quality among its restaurants. Notable restaurants include Iron Chef Masaharu Morimoto's self-named Morimoto, Rouge, Old Original Bookbinder's, Vetri, La Croix, City Tavern, and Le Bec-Fin. Little known facts:
- In the 2005 Zagat Restaurant Guide, Philadelphia had more restaurants score 29 than any other city in the United States.
- Philadelphia routinely finishes first in food service industry surveys for the best tipping cities. Distinctive Philadelphian dishes include:
- Cheesesteaks, a kind of humble culinary masterpiece, made of paper-thin chipped ribeye steak fried on a griddle, cheese (usually either Cheez Whiz™, provolone, or American) and fried onions on an Italian hoagie roll. There tends to be some fairly fierce competition over the coveted "Best Cheesesteak" title, and many will often share their opinions vigorously on this topic. (Easiest place to get one is at 9th and Passyunk, where both Pat's Steaks and Geno's Steaks are located. Both are 24-hour operations, with trademark south-Philly Italian market awnings and tables on the sidewalks. Both being triangular shaped buildings, they stare at each other like opposing battleships facing an impasse while splitting clientele fairly evenly.) Cheesesteaks (be it of lower or higher quality than the aforementioned restaurants) can also be obtained at thousands of neighborhood delis and restaurants through the Philadelphia, South Jersey, and Delaware area.
- Hoagies -- a sandwich made with cold cuts and veggies on an Italian roll, similar to the submarine sandwich. Sandwich is so-named because of its popularity among Italian-immigrants employed at the former shipyards on Hog Island, with the sandwich originally being called a "hoggie".
- Scrapple -- corn meal mush cooked up with every part (scrap) of the pig, from the Pennsylvania Dutch country of Lancaster County.
- Italian ice (locally called Water Ice)-- a frozen dessert, similar to a slushie except stiffer.
- Irish ice -- Water Ice served through a soft-serve ice cream machine, giving it a unique texture.
- Polish ice -- A much looser, creamier form of Italian Ice, usually coming only in chocolate and vanilla.
- Gelati-- A mix of water ice and soft ice cream.
- Soft pretzel -- thick, doughy pretzels, generally coarse-salted, often served with mustard. Unlike soft pretzels of other cities, which are the same shape as hard pretzels, Philadelphia soft pretzels have a long, thin, block-like shape. Best eaten fresh, they generally don't keep well, becoming rather rock-like after several hours.
- Stromboli -- similar to a calzone, invented in Philadelphia.
- Black Cherry Wishniak -- Old fashioned black cherry soda, made with actual black cherry flavoring. Name "wishniak," while not exclusive, is generally associated with popular regional soft drink brand Frank's.
- Tastykake -- Brand name synonymous with pre-packaged baked goods, and a Philadelphia institution for over 90 years; best known varieties include Krimpets (jelly or butterscotch), Kandy Kakes (cream or peanut butter), Krimpies (shaped like Krimpets, but with "Kreme" filling and chocolate cake and icing), Tasty (fruit) Pies (unlike many competitors, these are not fried and sugar glazed)
- Utz Potato Chips and Herr's Potato Chips -- Regional brand names, offering chips and pretzels.

Notable residents

Philadelphia has been home to many people of note, the most famous of whom is probably Ben Franklin, who along with the others in the Continental Congresses helped shape the city along with the country and the world. Its cultural diversity is reflected in the music and musicians who have come from or through Philadelphia: the R&B styles of Jill Scott, Patti LaBelle, and Boyz II Men; the jazz of John Coltrane, Grover Washington Jr., Stan Getz, and Sun Ra; the rock of Todd Rundgren, Hall & Oates, and Pink; the hip hop of The Roots and Eve; the electronic-funk of Josh Wink; and the opera of Marian Anderson. Famed comedian Bill Cosby was born and raised in Philadelphia as well as actors Grace Kelly, Will Smith, Seth Green, John Barrymore, Peter Boyle, and Kevin Bacon. Others, like Richard Gere, were born in Philadelphia, but moved elsewhere in their youths. Kathryn Morris (of TV's Cold Case, set in Philly), was born in Ohio but attended Philadelphia's Temple University.

Media

Philadelphia is home to some of the country's most prominent radio stations, including two of the nation's leading rock stations, WMMR at 93.3FM and WYSP at 94.1FM. Both stations have been breakthrough stations for many contemporary rock bands, and both are widely known in the rock music community for their influence in impacting the country's rock music trends. In 2005, Philadelphia became the largest city in the United States without a modern rock-format radio station, in part because of the difficulty such a station has in gaining market share from WMMR and WYSP, two of the country's most popular rock stations. WPLY Y100 had formerly been a purely Philadelphia-based alternative rock station, but its format was changed to hip hop in early 2005 by parent company Radio One. Ex-Y100 Program Director and others have since started Y100rocks.com and broadcast, air and sponsor Philadelphia concerts, local bands and host private recordings with major artists on a regular basis. Philadelphia is home to WHYY-FM (90.9 FM), the Delaware Valley's premier public radio station and NPR affiliate. WHYY-FM produces Fresh Air, and is affiliated with WHYY-TV, which serves Philadelphia but is licensed in Wilmington, DE, a city 25 miles SW of Philadelphia. WXPN (88.5 FM), operated by the University of Pennsylvania, is responsible for launching the careers of many famous artists who couldn't get airplay from the major stations at first. The station is funded to a large extent by listeners who become members. WXPN sponsors a music festival each summer, and they now broadcast worldwide via their website: [http://www.xpn.org]. WEXP, La Salle University Radio, is one of Philadelphia's most popular college radio stations. WEXP specializes in alternative music and sports, and was established in 1972. The station is well known for its sports coverage, which is widely considered as the most extensive of any college radio station in the United States. WEXP airs nearly 100 live sports broadcasts every year for six Explorer teams, in four sports (soccer, football, basketball, and baseball). They broadcast worldwide via their website: [http://www.WEXPRadio.com]. WXTU (92.5 FM) is the most listened-to country music station in the northeast, and second most east of the Mississippi, behind only Nashville's WSM. WOGL (98.1 FM) is a popular station for oldies. Philadelphia's current sports talk radio station, WIP 610AM, became the city's "Pioneer Radio Voice" on March 17, 1922. The station, which was owned and operated by the Gimbel Brothers Department Store, was the city's first radio station. WUSL (98.9) and WDAS (105.3) are Philadelphia's leading stations for R&B, quiet storm and hip-hop audiences.

Museums, art collections, and sites of interest


- 30th Street Station
- Academy of Natural Sciences
- Atwater-Kent Municipal Museum
- Barnes Foundation
- Betsy Ross House
- Curtis Arboretum located in Elkins Park
- Eastern State Penitentiary
- Edgar Allan Poe National Historic Site
- Elfreth's Alley
- Fairmount Park
- Fairmount Water Works and its interpretive center
- Fort Mifflin
- Franklin Institute
- Gloria Dei National Historic Site, built in 1700, is the oldest church in the state.
- Liberty Bell & Independence Hall
- LOVE Park
- Mummers Museum
- Mütter Museum of the College of Physicians of Philadelphia (museum of medical and pathological oddities and curiosities)
- National Constitution Center
- One Liberty Place
- Penn's Landing
- Philadelphia City Hall
- Philadelphia Doll Musuem
- Italian market
- Philadelphia Museum of Art (with 'Rocky' steps, although Rocky himself is currently installed down at the Spectrum)
- Philadelphia Zoo
- Please Touch Museum
- Reading Terminal Market
- Rittenhouse Square
- Rodin Museum (largest collection of Auguste Rodin's works outside France)
- Rosenbach Museum & Library
- SEPTA Museum
- South Street
- University of Pennsylvania Museum of Archaeology and Anthropology
- Wagner Free Institute of Science
- Walnut Street Theatre, the oldest operating theatre in America
- Wanamaker organ, second largest operating pipe organ in the world

Sports

---- Philadelphia has a long and proud history of professional sports teams. Philadelphia sports fans have a reputation of being devoted to their teams in good times and bad. Of late Philadelphia teams have been performing well, but frequently missing championships by failing during the crucial stages. Some locals half-jokingly attribute this to the Curse of Billy Penn. The city's last major championship came in 1983. The Philadelphia Wings, the indoor lacrosse team, have won six championships between 1989 and 2001. The Eagles, Phillies, Flyers and 76ers have each recently had new venues built for them. The Eagles currently play at Lincoln Financial Field (informally known as "The Linc") which was built in 2003. The Phillies now play at Citizens Bank Park (2004). The Sixers and Flyers share the Wachovia Center (1996) with the Philadelphia Soul (Arena Football League) arena football team. The Wachovia Spectrum (1967) is now home to the Flyers' top farm team, the Philadelphia Phantoms (American Hockey League), and the Philadelphia Kixx (Major Indoor Soccer League), an Indoor soccer team. The Philadelphia Barrage (Major League Lacrosse) play at the stadium of Villanova University, which is located in Villanova, Pennsylvania (Delaware County) which is just outside of Philadelphia to the west. The Philadelphia Wings are an Indoor lacrosse that plays in the National Lacrosse League. Philadelphia is also the place where the Army-Navy Game is held every year, now played at Lincoln Financial Field. In the past Philadelphia has also been home to the Philadelphia Athletics (MLB, now the Oakland Athletics), and the Philadelphia Warriors (NBA, now the Golden State Warriors). The city's original NFL team was the Frankford Yellow Jackets (Frankford being a neighborhood located in Northeast Philadelphia); the club disbanded during the 1931 football season, then re-emerged under the same ownership two years later as the Philadelphia Eagles. The Manayunk area is also home to the annual USPRO bicycle race, which is the US road racing national championship race. The main feature of the race is the "Manayunk Wall", an inclined street including all of Levering Avenue and a few blocks of Lyceum Avenue. The race has been largely credited with the economic revival of the neighborhood, and cycling is a prominent theme of many of the shops and restaurants in the area. Philadelphia is also home to the Big Five, a unique rivalry consisting of