ses of television require televangelists to pay a great deal of attention to the processes of funding. Because of this fact, "a major part of each religious broadcast organization... is its fund-raising section." Unfortunately, the need for big money in televangelism has caused some TV ministers to turn to corrupt means in order to increase their fund-raising efforts. Some people have claimed that the fund-raising tactics of certain televangelists are deceitful. In this regard, it is argued that the marketing techniques of certain TV preachers are not in keeping with the moral teachings of the Bible. Other people more bluntly refer to the tactics of televangelists as "scams" which seek to cheat the American public out of its money. One wrongful practice which has found its way into the fund-raising appeals of some televangelists is known as the "bait and switch" tactic. In the world of marketing, this tactic involves telling the customer that a certain quality item is available at a low discount price. When the customer swallows this "bait" and
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