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Article: 'Invisible' UCC tries TV ads for exposure.(News)(United Church of Christ)
- Article from:
- The Christian Century
- Article date:
- March 23, 2004
- Author:
CopyrightCOPYRIGHT 2004 The Christian Century Foundation. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Taking a cue from the United Methodists and other media-savvy denominations, the United Church of Christ will spend $1.3 million for a trial television ad campaign in six metropolitan areas through Easter in hopes of gaining some visibility.
The UCC's name-recognition has been "negligible at best," says Gotham, Inc., a New York marketing firm that offered its services at cost to the 1.3-million-member mainline denomination. The firm found that only a few people in focus groups said they knew something about the church--and, as it turned out, they really were referring to the solidly conservative Churches of Christ, a decentralized fellowship whose congregations ...