Advertisement Analysis Of Turkish Airlines's 'Widen Your World'

In today’s business industry, the globalization process has become an important aspect and fundamental force. The elements that contribute to globalization is the environment, culture, regulation and technology and production. While the advancements globalization has increased greatly, so has the advancements in airline industry with their aircraft (Shevell, 1999). Globalization also provides a great amount of potential profits to nations and their corporations (Button, 2008). Air transportation has evolved into a major industry (Kroo, 1999). The airline industry’s continuously grows and is facilitated through its international investment, tourism, world trade and economic growth (Kroo, 1999).

The airline industry is greatly influenced by the the travel and tourism trends across the globe. The World Travel and Tourism Board states that the the level of tourism is likely to grow even as the years progress. The growth in the level of tourism is expected to grow at a level of 4.5 per cent annually. This is expected to continue upto 2017. Thus the organization should fully prepare it self and take over the tourism market.

Nowadays there are many airlines competing with each other. They choose different strategies in advertising their services in order to attract as many clients as possible. Some companies in their ads make an accent on exceptional features of an airline and its luxury. Such advertisements are more focused on keeping the attention of wealthy and prudent people who value their time and comfort. American Airlines is a great example of a company using this strategy: they proclaimed its exceptionalism in ads with themes like “Something special in the air” and “We’re American Airlines. Doing what we do best” (nytimes.com). Their advertisements have always been promoting an incredible quality of the services and a great respect for its high-valued customers. There are also some other companies which are ready to use provocative and sometimes scandalous slogans and images, in order to attract even more attention and cause a wide resonance among the people and in mass media. However, these advertisement campaigns are aimed toward a young population which is more likely to understand such fun and defiant statements. Ryanair, an Irish low-cost airline, decided to take a risk and has published several provocative advertisements with extremely controversial slogans. According to analyst Vuk Bojović, they were looking at a powerful and sharp message that would have two purposeful effects. First of all, to get the attention of those who only care for low prices but not about the

Nowadays aviation is a big industry. According to Hanlon (2004) it origins from 1919 just after the Second World War and half a century on it carries about 1.5 billion passengers a year, generating about $300 billion in revenue and employing about 1.7 million people.

The global aviation business is showing extensive growth with foreign flag carriers in Asia-Pasific and the Middle East transporting more passengers to or/and from

Leisure travel comprises the largest market segment for commercial airline carriers (Travel Facts and Statistics, 2015). This fact does not come as a surprise considering air travel is the safest mode of transportation (Jacobs, 2013). People travel across the globe throughout the year to visit historical sites, shop, dine, relax on beaches, and hike. Currently, United fulfills this requirement by providing vacation goers an opportunity to choose from over 5,000 daily flights (United Fact Sheet, 2015).

Turkish Airlines values all of its customers and is continually working to improve its services and to offer the safest and most comfortable trip to every customer.

The airplane is a very normal word today. But it is a new word at least a hundred years. Then I want to talk about airplanes’ history, airplanes’ companies, personal business, global trade, and the benefit for international students and traveling. In my view, those parts are very important about airplanes has changed people’s lives. A lot of people believe that airplanes bring many benefits to our life. I agree with this idea because airplanes are one of the greatest inventions of the twentieth century. So this article will talk about the airplanes.

Airplane industries soar the skies for decades governing daily transcontinental flights. The golden age of air travel meets five-thousand airline competitors with a statistic of 37.4 million flights per year. With numerous commercial airline to decide from, travelers feel overwhelmed upon booking a flight, thus it’s up to airlines to pave their service through advertisement to entice customers. Advertisements are rendered to persuade viewers to believe what they want them to believe and want what they want them to want, to illustrate this, Air France and Thai Airways advertisement campaigns will be examined. Air France was founded in 1933 under the SkyTeam alliance and has since remained top-notch similarly to Thai Airway, founded in 1960. Both airlines flight to multiple destinations, and although their cultural background is different (France and Thailand), it is in their best interest to provide passengers a safe, comfortable, and welcoming flight at reasonable prices. These three key points can be promised under any Airline with blanks ads, but the specific usage of text and visual imagery to express service and cultural partnership persuades customers to choose one Airline from the other.

Turkish Airlines, as presented in their sustainability report, point out to following in their vision statements; maintaining worldwide quality based service with prices equivalent to low-cost carriers. Increased prevalence in globally preferred air carrier. Adopting modern management principles in governances overseeing shareholders as well as all stakeholders. Overall the mission statement refers to being a flag carrier of Turkey, securing its places as a leading European airline company and improving their service in various aspects.

In this report, the reader will get to know Emirates airlines and Etihad airways briefly, and know what role does those airlines have in the airline industry. The report is divided into 7 parts. At the beginning, the reader will be informed about both airlines marketing process, like what the airlines give to satisfy customers’ desires. In the second section, explaining the marketing strategy of both airlines.

Product is a key element I marketing mix. Today as products and services become more, many companies are moving to new level in creating value for customers. In the case of Turkish airlines, it offers following products to their customers-

Etihad Airways is the national airlines of the United Arab Emirates. The brand “Etihad” translates in English to “Union” which accurately reflects the organization’s vision, mission and structure. Having been established by His Highness Sheikh Khalifa bin Zayed Al Nahyan in July 2003, Etihad strives to have the best airline in the world through providing unmatchable Arabian hospitality, mirroring the prestige of Abu Dhabi, to their clients. The organization’s vision is “to be a truly 21st century, global airline, challenging and changing the established conventions of airline hospitality” (Our Vision). Etihad Airways’ mission is to "give a refreshing welcoming to their guest, where travel should be safe and secure in an environment that is friendly, and where global standards in both terms is practiced, be it hospitality or in the technical aspects in assuring a safe journey for its guests." (Etihad, 2010). Although a new player in the airlines industry, Etihad has already established as the best. It has won the title of the World’s Leading Airlines consecutively since 2012 (World Travel Awards). The following cultural audit on Etihad Airways attempts to analyze, evaluate and underscore the organization’s culture, the influence of the culture on the management and finally, offers recommendations as to further and maintain a culturally thriving environment within the organization.

Turkish Airlines is the airline that carries the national of Turkey. Its headquarters are situated at the Turkish Airlines General Management Building on the Atatürk Airport in Yeşilköy, Bakırköy, and Istanbul. The airline operates and offers its services to two hundred and ninety destinations in Europe, Asia, Africa, and the Americas. This has made it the fourth-largest carrier in the world by number of destinations which it started in the year 2014. It is said to serve more destinations non-stop from a single airport than any other airline in Europe. Turkish Airlines also flies to one hundred and fifteen countries. It also has an operational fleet of ten cargo aircraft which gives the airline 's cargo capacity to serve fifty two

Airline transportation has become the most important part of the modern transportation system because of the nature of benefits it presents to the society and the other industries and fields that depends on it. Airline industry is undoubtedly critical in creating a new global economy in which is growing at a faster rate. Airline transportation is very essential today because it supports other industries through its globalization objectives that are good for the businesses and organizations around the globe. These needs in terms of business opportunities creates pressure for both the plane manufacturers and the airline companies in which drives them into increasing innovations, inventions and investments that satisfy consumers. Emirates Airlines is one of such airline companies that have capitalized on this opportunity to grow into a global company. It has grown to become the successful airline in the world and the largest in the Middle East region (Emirates, 2012). The Emirates Group which also manages the airline is based in Dubai. The group was founded in 1985 launching a strong foundation in aviation, tourism, travel and leisure industries. Emirates Airlines Company is part of the United Arab Emirate government. The government played a critical role in the formation of the company which was way in which it could enhance growth of the carrier network of the airline company to a substantial level. Emirates Airlines main activity is basically in the provision of commercial