Publication: Bankaların halkla ilişkiler faaliyetlerinde sanat ve kültür sponsorluğunun yeri
Abstract
BANKALARIN HALKLA İLİŞKİLER FAALİYETLERİNDE SANAT VE KÜLTÜR SPONSORLUĞUNUN YERİ Günümüzde sponsorluk sanattan bilime eğitimden spora kadar çok çeşitli alanlarda gerçekleştirilmektedir. Sponsorluk çalışmaları kuruluşlar için hedef kitlelerine ulaşmalarını sağlayan ve doğru uygulandığı takdirde olumlu sonuçlar kazandıran bir araç olarak görülmektedir. Sponsorluk çeşitleri içerisinde sanat ve kültüre yapılan sponsorluk faaliyetleri gittikçe artmaktadır. Sponsorluk faaliyetleri ile kurumlar toplumda eksikliği hissedilen konulara yönelmektedir. Toplumdan elde ettikleri gelirlerin bir kısmını gene toplum yararına kullandıklarını göstermek istemektedirler. Sponsorluk faaliyetleri sayesinde şirketler, kurumsal imajlarının güçlenmesini sağlamaya çalışmaktadır. Kurumlar sponsorlukların getirdiği tanınırlıktan yararlanarak, bu sayede medyada yer almayı amaçlamaktadırlar. Tezimde, bankaların sanat ve kültür sponsorluklarını neden tercih ettiğini ortaya koymaya çalıştım. Asıl amaç, sponsorluğun bankaların kurumsal imajını desteklemek, kurumun kimliğini pekiştirmek, kuruluşun markasını tanıtmak gibi sponsorluğun halkla ilişkiler amaçlarını gerçekleştirmek için kullandığını göstermektir. Bu amaç kapsamında belirlenen bankaların internet sitelerinde yer verdikleri sanat ve kültür sponsorlukları incelenmiştir. Tez kapsamında tespit edilen bankaların sponsorluk faaliyetlerinde görev alan yöneticilerle özel görüşmeler yapılmıştır.
Sponsorship For Art And Culture In Public Relation Activities Of Banks Nowadays sponsorship is established in a variety of areas from art to science as well as education to sports. The sponsorship is considered as a tool by many companies which provides a way to reach their target audience and which has positive results if rightly applied. In comparaison with another sponsorship types, the art and the culture sponsorships are increasing from day to day. With the sponsorship activity, the companies lead to subjects that the society lack and the companies want to show that they are using a part of their income for the sake of the society. By the agency of sponsorship activity, the companies intend to reinforce their corporate identity. They aim to be in media via the reputation that the sponsorship provides. In my thesis I tried to show why the banks prefer art and culture sponsorships. The main aim in this thesis is to emphasize how the sponsorship supports the institutional images of the banks, how it makes the institutional identifications intensify and how it realizes the aims of the human relations like introducing the brand of the company. Within this aim, the art and the culture sponsorships of the banks which are located in their web pages are investigated and special interviews have been held with the administrators who are responsable for the sponsorship activity of their banks.
Sponsorship For Art And Culture In Public Relation Activities Of Banks Nowadays sponsorship is established in a variety of areas from art to science as well as education to sports. The sponsorship is considered as a tool by many companies which provides a way to reach their target audience and which has positive results if rightly applied. In comparaison with another sponsorship types, the art and the culture sponsorships are increasing from day to day. With the sponsorship activity, the companies lead to subjects that the society lack and the companies want to show that they are using a part of their income for the sake of the society. By the agency of sponsorship activity, the companies intend to reinforce their corporate identity. They aim to be in media via the reputation that the sponsorship provides. In my thesis I tried to show why the banks prefer art and culture sponsorships. The main aim in this thesis is to emphasize how the sponsorship supports the institutional images of the banks, how it makes the institutional identifications intensify and how it realizes the aims of the human relations like introducing the brand of the company. Within this aim, the art and the culture sponsorships of the banks which are located in their web pages are investigated and special interviews have been held with the administrators who are responsable for the sponsorship activity of their banks.