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Waiter! There's a Cross in My Soup!
Abstract: ELCA assesses pilot ad campaign.
On April 1, the ELCA News Service announced that the pilot ad campaign in Denver during September, 2007 had showed "positive results". The impact of the ad campaign was measured through a series ofinterviews with several samples of Denver-area ELCA members in August, October, and November 2007.
The interviews indicated an increase in awareness of ELCA advertising: "unaided awareness" rose from 9 percent to 20 percent, with billboards and church banners mentioned more than any other media. Respondents were more likely after the campaign to identify themselves as ELCA members unaided, from 6 percent to 10 percent, rather than simply "Lutheran." The proportion of respondents who visited the ELCA Web site increased from 7 percent to 12 percent after the advertising campaign, and the proportion of respondents who said they were "extremely familiar" with the ELCA increased from 5 percent to 12 percent.
Questions rating the ELCA's and the congregation's roles in spreading the gospel of Jesus Christ showed slight drops from before to after the campaign.
Kristi S. Bangert, executive director, ELCA Communication Services said "Next steps for the ad initiative include development of promotional television spots to reinforce the print and billboard messages, and vigorous fund raising efforts to help make the ad program available throughout the ELCA,"
