Corporate communications and sponsorship as an advertising technique and the application of sponsorship in banking sector. an example: Türkiye İş Bankasi A.Ş

The purpose of this study to determine the long-term return and contributions of sponsorship activities to companies, which consists of the combination of marketing, communication and public relations; that differentiate the companies to resist with the developing technology and increasing competition. As an example for application, banking sector, in which public relations activities are intensive, is selected and from this sector Turkey?s first national bank, İs Bank?s sponsorship activities are analyzed. After the theoretical information in the first three parts of the study, the application is given in the fourth part. In the first part, the information about communication and public relations takes part in general. Conceptual information about communication, its elements and process, institutional communication, public relations and tools of promotion are the subjects included in the first part. In the second part, information about sponsorship activities and sponsorship activities as promotion and public relations activities are emphasized; sponsorship contracts, the parties of these contacts, the results of sponsorship activities and some examples of successful sponsorships are covered. The third part of the study concentrated on banking sector, in which the public relations activities are best observed. Also information about banking is given. Furthermore, s Bank, which is abundant with sponsorship activities and has an institutional structure, has been handled with all the aspects. In the fourth part, the sponsorship activities taking part in Is Bank A.S. are included as an application of the things explained in theoretical parts. At the end of the study, the results and the suggestions are given regarding to our study. With this study, it is determined that the moral return of the successful sponsorship activities to the companies is very high and these sponsorship activities increase the institutional image of companies. In order to increase the competitive power, it is essential for the companies to give importance to institutional social responsibility projects and sponsorship activities Key Words: Communication, public relations and promotion, banking, sponsorship