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...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Universitetsforlaget
[2020]
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| In: |
Nordic journal of religion and society
Year: 2020, Volume: 33, Issue: 1, Pages: 30-41 |
| Standardized Subjects / Keyword chains: | B
Suomen evankelis-luterilainen kirkko
/ Public relations
/ Marketing
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| 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) |
| Summary: | 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 |
| Contains: | Enthalten in: Nordic journal of religion and society
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| Persistent identifiers: | DOI: 10.18261/issn.1890-7008-2020-01-03 |