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...
| Publicado en: | Nordic journal of religion and society |
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| Autor principal: | |
| Tipo de documento: | Electrónico Artículo |
| Lenguaje: | Inglés |
| Verificar disponibilidad: | HBZ Gateway |
| Journals Online & Print: | Gargar...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Publicado: |
Universitetsforlaget
[2020]
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| En: |
Nordic journal of religion and society
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| (Cadenas de) Palabra clave estándar: | B
Suomen evankelis-luterilainen kirkko
/ Relaciones públicas
/ Marketing
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| Clasificaciones IxTheo: | AD Sociología de la religión KBE Escandinavia KDD Iglesia evangélica ZA Ciencias sociales |
| Otras palabras clave: | B
Publicity campaigns
B Evangelical Lutheran Church B Finland B Branding B Communication |
| Acceso en línea: |
Volltext (Verlag) Volltext (doi) |
| Sumario: | 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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| ISSN: | 1890-7008 |
| Obras secundarias: | Enthalten in: Nordic journal of religion and society
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| Persistent identifiers: | DOI: 10.18261/issn.1890-7008-2020-01-03 |