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The Abingdon Religious Education Texts
David G. Downey, General Editor

CHRISTIAN CITIZENSHIP SERIES

NORMAN E. RICHARDSON, Editor

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Copyright, 1921, by

FRANCIS H. CASE

V. CHANNELS OF PUBLICITY.

The advertising power and function of the pulpit—

Using the spoken word-"Minute Men"-Direct ad-
vertising-The letter-How to write it-One-cent
postage or two?-The Bulletin-Extravagant make-up
-Second-class privileges-Display advertising to reach
the unchurched-Paper appeals-Bulletin boards—
Newspaper advertisements-Prostitution of the press-
Centenary publicity-The local editor and the pastor
-Motion pictures-Truth in action-The universal
language- Parables of the Master.

VI. MAKING TYPE TALK....

Killing good copy-Improving bad-Some sample

set-ups-Half-tones and etchings-Type as expression
of character-What makes for legibility-All emphasis
is no emphasis-Ideas rather than words-Table of
type fonts and space requirements.

VII. ADAPTATION TO LOCAL CONDITIONS.

Discovering the constituency-Skill in taking aim

as a prerequisite for good marksmanship-The search-

light on one's own church-Identifying competitors'

methods of attack-Locating origins-Dealing the

final blow-Completing the task-Being Roman in

Rome The challenge of the community-Civic pride.

VIII. THE SEASONAL APPROACH.

Making hay while the sun shines-How one church

plans its work-Holy days and holidays-Capitalizing
the currents of community consciousness-The ecclesi-
astical year-Religious values in Thrift Week and
other established institutions.

IX. NATIONAL ADVERTISING AND THE CHURCH..

Responsibility for means by those who fix a goal-

Appeal of a national institution-Limits of national
advertising-Team work-Unity of action-Command
of resources-Adaptability to the wares of the church
-A universal market-No conflict between local units
-Furnishing direction for a campaign-Expert counsel
-Supplying the materials.

X. THE BUDGET: HOW TO OBTAIN FUNDS.

Making advertising pay for itself—The blessing of

mounting costs-Desirability of direct returns—An
interchurch budget-How to start advertising-
-Putting the cost in the budget.

XI. HOW ADVERTISING BUILDS THE CHURCH.....

The boomerang of insincere advertising—“We must

make good"-The folly of spasmodic endeavor-When

a well-known church speaks-Increasing financial re-

sources-Multiplying the points of personal and com-

munity contact-Church membership Community

interest and service.

XII. THE GOAL OF CHURCH ADVERTISING..

Identity of purposes-Advertising an aid, not a

substitute-Means never greater than the end-Join-
ing power and instrument-The strategic position of
the church-In the country-In the city-Sharpened
competition-The answer of the church-The rebirth
of zeal.

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