Church Marketing

In this era of intense competition, especially amongst churches, the yardstick for measuring success depends on the extent of awareness creation, persuasion and informing customers of the existence of offerings and this has resulted in several marketing communications tools being employed by churches to help them succeed in this kind of competition. This study sought to explore the application of marketing communication by churches in Ghana. The study adopted a mixed method approach. An in-depth personal interview was conducted by purposively sampling 12 church administrators which enabled the researcher to identify the marketing communication tools that churches in Ghana employ. The convenience random sampling technique was used to select 400 church attendees from the Asokwa Municipality who completed questionnaires. The recorded interviews were transcribed verbatim and subjected to thematic analysis. Data collected from the church attendees were coded into the SPSS and analysed using descriptive statistics, Factor Analysis, multiple regression, and Analysis of Variance ¿ANOVA¿.