AN EVALUATION ON CREATING SUSTAINABILITY AWARENESS THROUGH SPONSORSHIP ADVERTISEMENTS FROM A CORPORATE MARKETING PERSPECTIVE

The corporations, as of brands, strive to fulfill their responsibilities in the eyes of their stakeholders via various means and act to strengthen their images and improve their reputations. Sustainability has had ever increasing importance principally of the world’s agenda and it is regarded within the context of creating awareness not only from the aspect of the corporations’ considering the subject within their own structures but also from the aspect of sustainability’s taking an active social role. Meanwhile, advertisements being used to reflect the sponsorship activities are just one of the important means that are useful to create sustainability awareness in the target. But these sponsorship advertisements are used as a means also showing the corporation as environmentally conscious from the aspect of corporate marketing. This study analyses how corporate brands use sponsorship advertising as media to show both the issue of sustainability awareness itself and their own sustainability sensitivities. Furthermore, this study includes assessing the importance of these advertising efforts regarding the corporate marketing mix and their effects on the target. Multiple case design is used in the study as a method among the qualitative research methods within the context of exploratory research. Analyses are conducted on the chosen sample magazine advertisements. In the findings, efforts related to sustainability awareness within the context of different sponsorship advertisements are seen in Turkey. It is determined a corporate perception with environmental sensitivity is trying to be established through the corporate communication aspect of Communication, as one of the 8Cs of Corporate Marketing Mix, by means of these advertisements.