SIA "Depozīta iepakojums operators" reklāmu analīze no 2022. gada janvāra līdz 2025. gada janvārim: komunikācija, iedarbīgums un sabiedrības attieksme
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Latvijas Universitāte
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lav
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Maģistra darbā “SIA “Depozīta iepakojuma operators” reklāmu analīze no 2022. gada janvāra līdz 2025. gada janvārim: komunikācija, iedarbīgums un sabiedrības attieksme” tiek analizētas Latvijas depozīta sistēmas reklāmas kampaņas un to komunikācija, kā arī pētīti sabiedrības paradumi taras nodošanas kultūrā. Darba mērķis ir analizēt un novērtēt Latvijas depozīta sistēmas reklāmas kampaņas, to stratēģijas, sabiedrības attieksmi, lai noteiktu būtiskākos faktorus, kas ietekmē sabiedrības iesaisti depozīta sistēmas izmantošanā, kā arī izstrādāt praktiskus ieteikumus, kuri būti noderīgi turpmāko reklāmas kampaņu un komunikācijas izstrādē. Darba teorētisko bāzi veido informācija par taras depozīta sistēmu, tās nozīmi, reklāmas un komunikācijas teorētiskie aspekti, teorija par paaudžu atšķirībām un ietekmi uz reklāmas komunikācijas efektivitāti, kā arī teorija par sabiedrības attieksmi, rīcību klimata un vides jautājumos. Izvirzītajos pētnieciskajos jautājumos atbildes iegūtas, veicot kvalitatīvo un kvantitatīvo kontentanalīzi, fokusgrupu intervijas un daļēji strukturētas intervijas. Pētījums sastāv no trīs daļām – teorijas, metodoloģijas un empīriskās daļas. Pētījumā secināts, ka Latvijas depozīta sistēmas reklāmas un komunikācija tiek veidota mērķtiecīgi, pielāgojot saturu dažādām mērķa grupām un sociālo tīklu auditorijām un reklāmas tiek izstrādātas atbilstoši konkrētam laika periodam, lai sabiedrību savlaicīgi un veiksmīgi informētu par attiecīgā brīža aktualitātēm un sistēmas jaunumiem.
The Master's thesis “Analysis of the advertisements of the “Deposit packaging operator” from January 2022 to January 2025: communication, effectiveness and public attitudes” analyses the advertising campaigns of the Latvian deposit system and their communication, as well as studies the public's habits in the culture of packaging handover. The aim of the work is to analyse and evaluate the advertising campaigns of the Latvian deposit system, their strategies and public attitudes in order to identify the most important factors influencing public involvement in the use of the deposit system, as well as to develop practical recommendations that will be useful in the development of future advertising campaigns and communication. The theoretical basis of the work consists of information on the deposit system and its importance, theoretical aspects of advertising and communication, theory on generational differences and the impact on the effectiveness of advertising communication, and theory on public attitudes and actions on climate and environmental issues. The research questions were answered through qualitative and quantitative contingency analysis, focus group interviews and semi-structured interviews. The study consists of three parts: theory, methodology and empirical part. The study concludes that the advertising and communication of the Latvian deposit system is targeted, tailoring content to different target groups and social media audiences, and ads are developed according to a specific time period in order to inform the public in a timely and effective manner about current events and news in the system.
The Master's thesis “Analysis of the advertisements of the “Deposit packaging operator” from January 2022 to January 2025: communication, effectiveness and public attitudes” analyses the advertising campaigns of the Latvian deposit system and their communication, as well as studies the public's habits in the culture of packaging handover. The aim of the work is to analyse and evaluate the advertising campaigns of the Latvian deposit system, their strategies and public attitudes in order to identify the most important factors influencing public involvement in the use of the deposit system, as well as to develop practical recommendations that will be useful in the development of future advertising campaigns and communication. The theoretical basis of the work consists of information on the deposit system and its importance, theoretical aspects of advertising and communication, theory on generational differences and the impact on the effectiveness of advertising communication, and theory on public attitudes and actions on climate and environmental issues. The research questions were answered through qualitative and quantitative contingency analysis, focus group interviews and semi-structured interviews. The study consists of three parts: theory, methodology and empirical part. The study concludes that the advertising and communication of the Latvian deposit system is targeted, tailoring content to different target groups and social media audiences, and ads are developed according to a specific time period in order to inform the public in a timely and effective manner about current events and news in the system.