Corporate advertising: The analysis and the comparison of flight magazines as a tool of corporate advertising in airline companies

X1U SUMMARY Airline companies which are active in airtransportation sector and provide transport service are the organizations that not only just expect profit but also responsible for the society. For reaching this aim, they need to know their publics and to introduce themselves and also use public relations mixed components for reaching their target audiences. When effective communicating with their publics, organizations, instead of using one instrument and method use more than one instrument and method. Corporate advertising which is one of the components of public relations mixed by buying place and time from media through the public relations principles organizations is represantation efforts which is described as the component of public relations and advertising. It not only gives information about the organization to its target audience but also contributes the society's development, provides fmantial support, attracts the qualified staff to the organization and supports the qualified within the organization. Corporate Advertising is usually used in the service sector. The reason of this are features of the services and the difficulties of the service organizations while representing themselves. Especially for airline companies in which safety is percieved as the primary element, corporate advertising carries much more importance in course of representation and reputation management. In this study, corporate advertising is dealt with approach from general concepts to specific ones. In the first part, public relations and advertising concepts are examined and the similarities and differences are shown. In the second part, the importance of applications of corporate advertising in airline companies is emphasized by explaning the features of service organizations and the corporate advertising concept which forms the main theme of this study. Flight magazines are the universe of this study. The sample of this study is the flight magazines of two commercial airlines (charter) based on Antalya centered airlines which have been in this sector more than 10 years and have foreing partners. Corporate advertising themes through the reputation and the representation (image) and the information taken from these airline companies are used as data.