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

Print

Accession Number

TU16427

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Keywords

Communication in marketing; Education--Marketing

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