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Global Airline THY's Advertising and Corporate Communication Activities on YouTube During COVID-19 and After

Global Airline THY's Advertising and Corporate Communication Activities on YouTube During COVID-19 and After
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Author(s): Ebru Gülbuğ Erol (Alanya Hamdullah Emin Paşa University, Turkey) and Mustafa Gülsün (Muş Alparslan University, Turkey)
Copyright: 2022
Pages: 17
Source title: Digitalization and the Impacts of COVID-19 on the Aviation Industry
Source Author(s)/Editor(s): Salim Kurnaz (Suleyman Demirel University, Turkey) and Emrah Argın (Malatya Turgut Ozal University, Turkey)
DOI: 10.4018/978-1-6684-2319-6.ch002

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Abstract

During the COVID-19 pandemic, which has been going on since March 2020, advertising and corporate communication activities had to aim to influence the masses with more effective and creative methods than before. In this process, advertising not only introduces the features of the product or service, but also aims to increase the purchase and consumption of the product by finding the common point of the product and the consumer and has made an effort to persuade the consumer to buy by ascribing a cognitive meaning to the product or service. When considered in terms of civil aviation, advertising is both a promotional tool and a source of income that ensures the survival of the business. Civil aviation organizations make their advertisements on a corporate basis by using advertising channels such as newspapers, magazines, and television. From this point of view, advertising is considered one of the important components of the marketing mix.

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