Adopting Marketing Communications: Publicity Campaigning in the Evangelical Lutheran Church of Finland

The Evangelical Lutheran Church of Finland (ELCF) has utilized wide-scale advertising, especially during the 21st century. These campaigns serve both publicity and advertising campaigns, but there is no clear understanding of when, how and why the ELCF adopted this form of marketing communication. M...

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Bibliographic Details
Published in:Nordic journal of religion and society
Main Author: Kokkonen, Laura Hanna (Author)
Format: Electronic Article
Language:English
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Fernleihe:Fernleihe für die Fachinformationsdienste
Published: Universitetsforlaget [2020]
In: Nordic journal of religion and society
Standardized Subjects / Keyword chains:B Suomen evankelis-luterilainen kirkko / Public relations / Marketing
IxTheo Classification:AD Sociology of religion; religious policy
KBE Northern Europe; Scandinavia
KDD Protestant Church
ZA Social sciences
Further subjects:B Publicity campaigns
B Evangelical Lutheran Church
B Finland
B Branding
B Communication
Online Access: Volltext (Verlag)
Volltext (doi)

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520 |a The Evangelical Lutheran Church of Finland (ELCF) has utilized wide-scale advertising, especially during the 21st century. These campaigns serve both publicity and advertising campaigns, but there is no clear understanding of when, how and why the ELCF adopted this form of marketing communication. My aim in this article is to shed light on these issues by scrutinizing Church documents. I argue that the publicity campaigning, begun in the parish elections, was never solely about activating people to vote, but were also concerned with building an image of, or branding, the church. This case confirms general findings indicating that established churches seek new ways of staying relevant and maintaining their status, and it shows how the ELCF, among other non-business organizations, is applying branding in its communication, in this case to offer meaning through societal value. 
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STE 0 0 |a 公共关系,公众关系,巿场营销,营销,巿场营销 
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