An integrated marketing communications program for the Chinese Christian Community Bible
Date of Publication
2002
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Esguerra, Renato
Defense Panel Chair
Zamora, Milette L.
Defense Panel Member
da Roza, Enrique
Abstract/Summary
In an unusually restricted environment, this program aims to promote the message of Christ through the Chinese Christian Community Bible in the People's Republic of China.
The entire program has two main objectives: first, to advocate the frequent reading of the Bible second, to raise funds for the production of Bibles.
The communications tools used are: Advertising, Publicity, Sales Promo, and Information Technology. The peculiar characteristic of each is utilized to perform a specific task. Yet all are coordinated to ensure coherence in communication. Hence, integrated marketing communications.
The creative approach used in all communication materials is inculturation incorporating Chinese beliefs with Christian values. Hence projecting a Christianity with Chinese characteristics. An approach that is proven effective by history, and deemed appropriate by Catholic theologians.
In view of the budgetary constraints of the Pastoral Bible Foundation, the budget of this program is intendedly a flexible item. Most of the communication tools proposed allow if not invite partnership with outside parties, who may derive benefits from the exposure of the materials.
Extra care is also taken in the formulation of strategy and message to enhance the probability of such materials being and adopted by the Religious Affairs Bureau and Chinese Catholic Patriotic Association.
Abstract Format
html
Language
English
Format
Accession Number
TU16427
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Keywords
Communication in marketing; Education--Marketing
Recommended Citation
Chi-Kei, M. C. (2002). An integrated marketing communications program for the Chinese Christian Community Bible. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/17655