RT Article
T1 Adopting Marketing Communications: Publicity Campaigning in the Evangelical Lutheran Church of Finland
JF Nordic journal of religion and society
VO 33
IS 1
SP 30
OP 41
A1 Kokkonen, Laura Hanna
LA English
PB Universitetsforlaget
YR 2020
UL https://www.ixtheo.de/Record/1702187233
AB 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.
K1 Branding
K1 Communication
K1 Evangelical Lutheran Church
K1 Finland
K1 Publicity campaigns
DO 10.18261/issn.1890-7008-2020-01-03