A theoretical approach to cooperative advertising in the Christian book publishing and the Christian bookselling industry

This thesis examines the feasibility of establishing a joint cooperative national advertising program to promote the purchase of books at Christian bookstores. A plan of cooperation is offered consisting of six major Christian publishing companies and the Christian Bookselling Association as a representative of the book-selling industry. The plan includes advertising objectives, strategies and tactics as well as costs.;The paper includes an examination of the plan from a national and regional-test perspective; a brief overview of the Christian publishing industry; an overview of the history of the Christian bookselling industry; a closer look at the six companies selected and their commonalities; and an examination of the Christian Booksellers Association.;The plan utilizes print advertisements supported by radio during the Christmas and Easter selling periods. The strategy is to convince the reader to purchase Christian books from a CBA LifeDiscovery store because the books contain real life answers to real life problems.