Patērētāju tiesību aizsardzības likuma izmaiņu ietekme uz AS “4finance” reklāmu
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Date
2020
Authors
Journal Title
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Publisher
Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba nosaukums ir: Patērētāju tiesību aizsardzības likuma izmaiņu ietekme uz AS “4finance”” reklāmu. Bakalaura darba autors ir Emīls Rūdolfs Vītols.
Problēma ir aktuāla, jo 2019. gada 1. jūlijā spēkā stājušies “Patērētāju tiesību aizsardzības likuma” grozījumi. Grozījumu sākotnējais mērķis sākotnēji bija paredzēts pastiprināt patērētāju aizsardzību kreditēšanas procesā, lai nodrošinātu patērētāju kredītspējas vērtēšanu, kas uzlabotu situāciju, kā arī nodrošināt patērētāju kreditēšanas pakalpojuma izmaksu samērīgumu un taisnīgākumu, taču likumprojekta grozījumu procesa beigu fāzē, tika ierosināts visaptverošs kredītu reklāmu aizliegums.
Bakalaura darba mērķis ir, izmantojot zinātniski pētnieciskās metodes un balstoties uz teorētiskām atziņām, izpētīt un novērtēt, "Patērētāju tiesību aizsardzības likuma" grozījumu izmaiņu ietekmi uz reklāmas saturu "SMSCredit" zīmola reklāmās un izstrādāt priekšlikumus turpmākai reklāmas sagatavošanai.
Bakalaura darbs ir izstrādāts, izmantojot, sekojošās metodes: monogrāfiskā metode, primāro datu ieguves metode, dokumentu analīzes metode un kvalitatīvās kontentanalīzes metode. Darbs sastāv no trim daļām. Pirmajā nodaļā ir teorētiskās analīzes par reklāmas jēdzienu no mārketinga, komunikācijas un juridiskā aspekta. Otrajā nodaļā ir aplūkots “Patērētāju tiesību aizsardzības likums” un tā grozījumi attiecībā uz reklāmu, kā arī tiek aplūkots AS “4finance” darbība, finanšu rādītāji un tiek analizēts zīmols “SMSCredit.lv”. Trešajā nodaļā ir veikta pētījumu rezultātu apkopojums un analīze par “SMSCredit.lv” reklāmas satura izmaiņām.
Darbā tiek secināts, ka reklāmas saturs pēc likuma grozījumiem ir mainījies - visas trīs analizētas reklāmas, kuras veidotas pēc likuma grozījumiem, ir veidotas tā, lai tās nodrošinātu likuma ievērošanu, kā arī uzņēmumam ir jāseko līdzi likumdošanas procesam, jo likumdošanas izmaiņas ietekmē uzņēmuma darbību - biznesa un mārketinga plānus, reklāmas plānus, kuru maiņa prasa laiku un naudu.
Bakalaura darba apjoms ir 61.lpp. Darbā ir 4 attēli un 1 tabula. Darbā izmantoti 43 dažādi informatīvi resursi.
The name of the bachelor's work is: Impact of changes to the Consumer Rights Protection Law on the advertising of AS “4 finance”. The author of the bachelor's work is Emīls Rūdolfs Vītols. The problem is due to the entry into force of the “Consumer Rights Protection Act” on 1 July 2019. The original aim of the amendments was initially to reinforce consumer protection in the lending process, in order to ensure the assessment of consumers' creditworthiness, which would improve the situation, as well as to ensure the proportionality and eligibility of the costs of consumer lending services, but a comprehensive ban on credit advertising was proposed at the end of the amendment process. The aim of the bachelor's work is to explore and assess the impact of changes to the Consumer Rights Protection Law on advertising content in SMSCredit branded advertising and to develop proposals for further advertising. The work of the bachelor has been developed using the following methods: monographic method, primary data acquisition method, document analysis method and qualitative concessioning method. The work consists of three parts. The first chapter contains theoretical analyses of the concept of advertising from a marketing, communication and legal point of view. The second chapter deals with the Consumer Rights Protection Act and its amendments to advertising, as well as the activities of AS “4 finance”, financial indicators and analyses of the brand “SMSCredit.lv”. The third chapter summarises the results of studies and analyses on changes in the content of “SMSCredit.lv” advertising. The work concludes that the content of advertising has changed following the amendments to the law: all three analyzed ads based on amendments to the law are designed to ensure compliance with the law, and the company must follow the legislative process as the legislative changes have an impact on the business, business and marketing plans, advertising plans that require time and money to change. The amount of bachelor's work is 61 pages. There are 4 pictures and 1 table at work. The work uses 43 different information resources.
The name of the bachelor's work is: Impact of changes to the Consumer Rights Protection Law on the advertising of AS “4 finance”. The author of the bachelor's work is Emīls Rūdolfs Vītols. The problem is due to the entry into force of the “Consumer Rights Protection Act” on 1 July 2019. The original aim of the amendments was initially to reinforce consumer protection in the lending process, in order to ensure the assessment of consumers' creditworthiness, which would improve the situation, as well as to ensure the proportionality and eligibility of the costs of consumer lending services, but a comprehensive ban on credit advertising was proposed at the end of the amendment process. The aim of the bachelor's work is to explore and assess the impact of changes to the Consumer Rights Protection Law on advertising content in SMSCredit branded advertising and to develop proposals for further advertising. The work of the bachelor has been developed using the following methods: monographic method, primary data acquisition method, document analysis method and qualitative concessioning method. The work consists of three parts. The first chapter contains theoretical analyses of the concept of advertising from a marketing, communication and legal point of view. The second chapter deals with the Consumer Rights Protection Act and its amendments to advertising, as well as the activities of AS “4 finance”, financial indicators and analyses of the brand “SMSCredit.lv”. The third chapter summarises the results of studies and analyses on changes in the content of “SMSCredit.lv” advertising. The work concludes that the content of advertising has changed following the amendments to the law: all three analyzed ads based on amendments to the law are designed to ensure compliance with the law, and the company must follow the legislative process as the legislative changes have an impact on the business, business and marketing plans, advertising plans that require time and money to change. The amount of bachelor's work is 61 pages. There are 4 pictures and 1 table at work. The work uses 43 different information resources.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Atslēgas vārdi: Reklāma, Likumdošana, Patērētāju tiesības, “4finance”, “SMSCredit.lv”., Key words: Advertising, Legislation, Consumer Rights, “4finance”, “SMSCredit.lv”.