The climate change. Carbon Tax in Australia Essay

The climate change. Carbon Tax in Australia - Essay Example It is supposed to affect most of the Australian industries along with the household people. Carbon tax has been proposed with the view of associating cost with carbon emission and encouraging people to make use renewable sources of energy. An IMC plan has been set out to promote this new carbon tax in Australia. The target audience has been identified to be the Australian households and the industries in Australia. Relevant communication objectives have also been developed focusing more on the awareness amongst people about carbon tax and its implications and thereby helping to create a brand image of the same. Creative strategies towards the achievement of each of the communication objectives have also been developed. Media plan have been formulated and is considered to be the key of the effectiveness of this IMC plan. A proper media mix has been taken into consideration to enable effective communication with the specific target audiences. The climate change as a consequence of glob al warming is an important environmental issue in today’s world. The earth’s temperature has been rising at an alarming rate in the recent years. All the nations in the world are concerned about it, and Australia is no exception. The government of Australia has come up with the proposal of implementation of a new environmental tax, namely carbon tax. ... This study discusses the development an Integrated Marketing Communication (IMC) plan so as to promote carbon tax, its implications, and advantages associated with it. A proper segmental analysis along with the formulation of specific communication objectives has been included in this study. Creative strategies to achieve the communication objectives have also been included in this study. Lastly, a proper media plan has been developed for creating an effective communication with the target audience. 2. Segment Analysis The key principle behind IMC is the knowledge of customers. This knowledge is made possible through proper segmentation of target audience or customer in order to identify them (Duncan 204). Segmentation of customers is usually done on the basis of certain parameters like geographic, psychographic, demographic, and behavioural characteristics. This study is about developing an IMC plan for the promotion of the proposed carbon tax by the government of Australia. Hence t he first primary task in developing such plan would be the proper segmentation of a target audience. Carbon tax is designed to be imposed on those adding to the carbon emission in the atmosphere. Carbon emission occurs mainly from two sources: from the production of goods, which results in carbon emission, or from the consumption of goods and services, which results in the emission of carbon into the atmosphere. Hence the Australian economy can be thought of as two broad segments, namely the Australian households and the companies in Australia that are involved in consuming and producing energy from sources that cause carbon emission. Australian households