Soft drinks or Sunday School ads must result in authentic product

A 30-minute sitcom used to run nearly 30 minutes. Now, a popular half-hour show actually lasts closer to 20 minutes. Advertising fills the rest of the space.
   
Popular radio stations may boast eight, nine or 10 songs in a row — in between the ads, of course. Billboards dot highways, and enterprising drivers are now selling their vehicles as advertising space.
Whether one is buying a soft drink or an automobile, advertising influences consumerism.
   
It is no wonder that major religious denominations are seeking their niche in the ad world as well.
Alabama native Wesley “Pat” Pattillo, former Samford University vice president for university relations, has served as associate general secretary for communications of the National Council of Churches USA (NCC) since 2001. In his work for the NCC, Pattillo has seen a rise in advertising and image campaigns among the council’s 36 denominational members.
   
“The major denominations affiliated with the National Council of Churches are doing a more systematic, comprehensive form of brand-awareness advertising than they did in the past,” he said. “[It is] more of a ‘multimedia campaign’ with a broad theme than occasional messages on different topics.”
Pattillo expects that the success of current denominational campaigns will lead to other successful campaigns.
   
For example, the United Methodist Church began a major denominational advertising campaign in 2001. According to its Web site, www.umc.org, the campaign has led to an increase in first-time attendance and a 6 percent increase in overall worship attendance.
   
Looking to newer and future campaigns, Pattillo said, “The United Church of Christ (UCC) has lately expanded its presence in the media because it has had great results with the test marketing of its ‘God Is Still Speaking’ theme.
   
“The Evangelical Lutheran Church in America and the Presbyterian Church (USA) are in earlier stages of their own identity campaigns, but I predict they also will have high profiles after their programs get going, because the earlier efforts by Methodists and the UCC have been so successful,” Pattillo explained.
   
In denominational advertising, the term “image campaign” is prevalent. But is religious advertising all about image? Not for Southern Baptists, according to North American Mission Board church media manager Ron Lawson. “Evangelism and missions are what we’re about,” explained Lawson.
   
“Everything we do is to get people in touch with the gospel message and to support the local churches in their efforts.”
   
Lawson noted that Southern Baptist campaigns are unique in that follow-up is a key part of the plan. For example, viewers of a television ad may be directed to call a number for spiritual counseling or to receive a booklet or video. Those calls are answered by trained volunteers who address immediate needs and then turn over pertinent information to local churches. Those churches follow up with personal contact.
    
Lawson also explained that media advertising is only a part of the overall campaign for Southern Baptists. Past themes have included “Here’s Hope” and “Celebrate Jesus,” and they have traditionally included much more than television ads. They’ve provided launching pads for revivals, increased training emphases and evangelical goals. The next such theme, “Now Is the Time,” is planned to debut in 2005.
   
Pattillo agrees that each denomination has its own specific objectives in marketing campaigns, but he believes they have a common goal as well.
   
“In general, these campaigns seek to break the growing trend of non-churchgoing in America — (which now numbers) far more than the majority of the population,” he said.
   
Perhaps denominational advertising isn’t so different from soft drink advertising. An inviting television commercial may tempt the consumer to try the soda once, but if it doesn’t deliver what the ad promised, he isn’t likely to buy it again. Likewise, a first-time church visitor drawn in by a friendly, caring face on television will be greatly disappointed if a similar face does not greet him inside the church walls.
   
Pattillo has some suggestions for matching the ad message with reality. “The campaign that does it ‘best’ is one that targets the right audiences with the appropriate messages, doesn’t over-promise and teaches the membership how to live out the ideals and values present in the faith itself, hopefully also reflected in the advertising so there is no dissonance between ‘who we are’ and ‘who we say we are.’”