Promoting the Carbon Tax of the Federal Government of Australia - Essay Example

An IMC Plan for Promoting the Carbon Tax of the Federal Government of Australia Background According to mainstream scientific opinion, emissions of greenhouse gases are causing global warming that could be disastrous in the end. Australia accounts for about 1.5% of the world’s carbon emissions. Due to reliance of Australia on coal for generation of electricity, it is the highest emitter per capita among developed countries (Shimp, 2008). Debate on carbon laws in Australia has been ongoing for almost a decade (Petruzzelli, 2005). Owing to increased public concern and regular calls for government action on the issue of climate change, there has been need to come up with the best response (Lafferty and Ruud, 2008). Previously, Australian government responded to the issue through regulations and subsidies (Harvey, 2010). However, many people were of the view that carbon tax would be preferable to a carbon trading system. Carbon tax system is deemed to be more efficient, effective, simple, flexible and transparent as opposed to previous approaches that employed regulations and subsidies (Mullin, 2010). Moreover, carbon tax system has been hailed for being able to provide revenue that can be utilized in cutting other taxes. Proponents of the revenue neutral carbon tax argued that this system would have no or little economic cost. It is on the backdrop of this argument that Australia passed laws in November 2011 to impose a price on carbon emissions. The tax is aimed at making firms more energy efficient. It is also aimed at pushing power generation toward gas and renewable. The carbon emissions laws that were passed set a fixed tax of A$23 per ton on the top 500 polluters from July 2012. The laws have been lauded for being a positive move toward addressing the issue of climate change. The laws passed by Australia aims at helping Australia to attain its goal of cutting emissions by 5% of 2000 levels by 2020. Target audience segment analysis The target audiences for this IMC are Australians aged above 10 years. The inclusion of children in this plan is based on the ability of children to spread information by word of mouth (Nations United, 2010). The youths are also included because they are some of the main players in the field of greenhouse gases emission and their involvement will imply that they understand the contribution of human activity toward global warming and climate change (Petruzzelli, 2005). The older generation needs to be informed of their current lives on future generation and the need to embrace carbon tax as a way of protecting future generations (Gurran, 2011). Literature review Global warming Global warming is the increase in the atmospheric temperature. In the past century, earth’s temperatures have been rising steadily. This has seen global temperatures rise at a total of one degree over the past century. It is argued that the earth’s temperatures need to be kept within strict range to enable it maintain life (Shimp, 2008). The earth has several mechanisms that enable it to keep temperatures within certain ranges. Atmospheric temperatures are largely influenced by ultraviolet radiation from the sun, which heat up the atmosphere (Nations United, 2010). The ozone layer prevents some radiation from the sun from reaching the surface of the earth (Petruzzelli, 2005). The ozone layer does this by reflecting harmful UV radiations and as such protecting the earth from excess sunbeams (Harvey, 2010). The earth is also protected from electromagnetic energy from the sun by the magnetic field of the planet. The earth’s atmosphere conserves heat from the sun and heat generated on the earth by the greenhouse effect (Nations United, 2010). As such, atmospheric gases slow down the process of heat escaping into space. This in turn regulates our climate by trapping heat and holding it around the earth. This prevents the earth from excessive cooling. Thus, the greenhouse effect is a natural process that is vital for life on earth. However, due to increased emission of greenhouse gases more and more heat is being conserved in the earth resulting in global warming. In the past decade, global warming signs have been increasing rapidly. This increase is marred with controversy on the contribution of humans to global warming and whether they can help in slowing it down. In some quarters, it is argued that humans have little or no impact on global warming. Proponents of this line of argument say that global warming is caused by natural cycles and that human have minimal impact (Petruzzelli, 2005). This line of argument is based on the weakening magnetic shield of the earth, solar flares and ozone layer depletion, which are argued to be beyond human influence (Harvey, 2010). These factors cannot be neglected since depletion of the ozone layer and weakening of the magnetic field are contributing to global warming by allowing dangerous levels of UV light and electromagnetic energy to enter the earth’s atmosphere (Shimp, 2008). The bursting of solar flares from the sun results in explosion of electromagnetic radiation the magnetic pathways of the Van Allen Belts. Thus, solar cycle adds energy and therefore heat into the earth’s atmosphere. The increase in solar flares is argued to have a significant impact on global warming (Nations United, 2010). Although scientists believe that radiations from the sun are causing global warming, they argue that this is caused by a decrease in earth’s magnetic field that is letting electromagnetic radiation from the sun enter the earth’s atmosphere. The argument that human impact is significant toward global warming is backed scientists who agree that human activity is the main cause of global warming. It is argued that activities such as electricity consumption, use of aerosols and driving cars contribute to greenhouse gases. Even though trees help in reducing greenhouse gases, human activities are increasingly destroying rainforests at unprecedented rates. Thus, human activities are not helping to reverse global warming (Lee and Gerangelos, 2009). Human activity has resulted in increased greenhouse gases such as carbon dioxide, nitrous oxide, methane, water vapour and chlorofluorocarbons. Carbon dioxide is argued to contribute over 50% to the greenhouse effect. It is estimated that the concentration of carbon dioxide in the last century has increased by 25% with half of it having been emitted in the last thirty years (Petruzzelli, 2005). The concentration of carbon dioxide is expected to increase by between 75 to 350%. Increase in carbon dioxide is attributed to deforestation, and burning coal, oil and fossil fuels (Shimp, 2008). Chlorofluorocarbons are also man made chemicals that are known to trap more heat than carbon dioxide. They also last longer in the atmosphere than carbon dioxide (Harvey, 2010). Chemical reaction involving bromine and chlorine are known to destroy ozone layer and hence increasing the amount of dangerous UV radiation reaching the earth. These chemicals when struck by high-energy light waves create reactive compounds that destroy ozone layer (Nations United, 2010). The release of chlorofluorocarbons is responsible for these chemicals and as such, human activities are known to increase depletion of the ozone layer. The opposition of the view that human activity is responsible for global warming is largely due to economic impact of this view. Acceptance of human impact on global warming will imply that some firms will lose money (Harvey, 2010). This will also imply that people will have to change their habits and energy use patterns (Bonyhady and Christoff, 2007). In spite opposition of the impact of human on global warming, many governments are now taking global warming seriously (Petruzzelli, 2005). This is why European nations have enacted laws and legislations to curb greenhouse gases emission (Nations United, 2010). It is based on this that Australia has passed carbon tax laws that are aimed at reducing carbon emissions. Climate change It is widely agreed that climate is significantly affected b y human activities, which add carbon dioxide and other heat trapping gases into the atmosphere (Petruzzelli, 2005). Climate change is argued to be a consequence of both man made activities and natural phenomenon that result in global warming. Scientists have established that human activities are the main cause of the warming climate (Shimp, 2008). Even though many scientists agree that climate change is indeed taking place, there is still confusion in the public on whether climate change is really taking place especially in some developed countries such as United States of America. There are several consequences of global warming that ought to inform the public on the need for controlling greenhouse gases emission (Shimp, 2008). Scientist agree that with increased global warming that there will be warming in winter as compared to summer and that the world will be hotter than it has been (Petruzzelli, 2005). Increased global warming is also predicted to result in stronger storms and hurricanes and more frequent mainly due to increased heating up of oceans. In recent times, these predictions have become a reality as exemplified by the 1993 Japan Typhoon Yancy, the 1993 storm of the century that hit America, Cuba and Canada and the 2005 hurricane, which broke several records (Harvey, 2010). The increased frequency and magnitude of these storms and hurricanes should be a wake up call to the policy makers and the public around the globe on the need to reduce the amount of greenhouse gas emission. Pone way is through introduction of carbon tax as seen in European nations and now Australia (Lafferty and Ruud, 2008). Another likely consequence of global warming is the precipitation of worldwide droughts. It is expected that areas such as farming heartland of the United States of America will dry out more in summer. Drought is already being experienced throughout the world for instance the USA suffered the worst heat wave and drought in 1998 for fifty years (Nations United, 2010). It is also estimated that over 35,000 lives were lost in 2003 extreme heat waves in Europe. Moreover, in 2007 the southeast of the USA experienced the harshest drought that almost resulted in closure of nuclear plants due to lack of water to cool reactor cores (Harvey, 2010). It is such happenings that all people interested in ensuring continued life sustainability on this globe should engage in activities that help reduce greenhouse gases emission. Another consequence of global warming that is already being experienced is the melting of the ice caps. The melting of polar ice caps is now resulting in an increase of sea levels at an average of one to two millimetres per year (Shimp, 2008). This steady increase is likely to result in storm surges that will breach landmasses and as such eroding coastal lands of most countries including Australia (Nations United, 2010). This is also predicted to result in inland flooding (Petruzzelli, 2005). Australia is one of the countries that have been experiencing floods and introduction of carbon tax is going to help in cutting emission and hence would reduce the frequency of such floods if other nations follow suit (Harvey, 2010). The increased global warming is also increasing the frequency of El Nino and La Nina weather patterns. The 1997 El Nino season had catastrophic consequences throughout the world (Petruzzelli, 2005). it is reported that El Nino weather pattern has increased as compared to what was experienced in the past century. Moreover, snow cover in the northern hemisphere has steadily remained below average since 1987. Global warming also has social consequences such as increased displacement of people by frequent floods and storms (Petruzzelli, 2005). Moreover, they also have economic costs such extreme costs due to destruction of property and lives due to extreme weather conditions. Communication objectives These are the results that a firm intents to accomplish through its promotional program. Consumers usually respond in terms of hierarchy of effects. This is the sequence of stages through which a prospective buyer goes through (Harvey, 2010). The following are the communication objectives of this IMC. 1. Awareness: Being a new product in the market, creation of awareness about carbon tax among Australians will target all people and its advantages over subsidies and regulations currently in use will be highlighted (Petruzzelli, 2005). Our campaign aims to create an awareness of 80% among Australians. 2. Interest: This comes after creation of awareness to enable the customer to build desire for the product. With 80% awareness created, it is expected that 60% of these will be interested in the carbon tax. 3. Evaluation: With 60% of Australians interested in the carbon tax, we want them to evaluate, that is, to compare the carbon tax to other carbon regulations and subsidies and support carbon tax at least 50% of the time (Nations United, 2010). 4. Trial: this is the most vital stage of purchasing (Petruzzelli, 2005). After evaluating the carbon tax, Australians ought to support carbon tax at least 40% of the time because it is more efficient, effective, simple, flexible and transparent in addition being capable of generating revenue ands their capability of making firms more energy efficient (Shimp, 2008). 5. Adoption: as many Australians support carbon tax laws, their friends will be able to experience the advantages of carbon tax in a real time situation (Petruzzelli, 2005). We intent to built adoption of more than 75% Australians will support carbon tax and as such major carbon emitters in Australia will be compelled to adopt the tax (Lafferty and Ruud, 2008). Creative Strategies The primary targets for this IMC are Australians aged above 10 years. Thus, several approaches will be used to reach our target market. Creation of awareness will involve making the target market aware of the existence of carbon tax, its functionality and its advantages over the previous regulations and subsidies used to reduce greenhouse gases emission (Petruzzelli, 2005). To achieve this step, various means will be employed. First, we will use print media available in Australia. Adverts will also be placed on several bulletin boards and billboards in major towns within Australia (Shimp, 2008). Audio/visual media will also be employed for effective creation of awareness of carbon tax (Harvey, 2010). Moreover, internet marketing will also be employed to capture youthful generation that is technology conversant (Heywood, 2011). Websites addressing environmental issues will also be used for advertising carbon tax since part of our target market is environmentalists who are likely to visit these sites (Nations United, 2010). The main social media that will be employed in this case will include Facebook, Hotmail and yahoo. The government will increase its sponsorship environmental programs in various parts of Australia in order to create the target interest in carbon tax (Petruzzelli, 2005). The government will run promotional marketing which will allow some members to win free tickets to such events so that they can experience what it feels like attending such events (Lafferty and Ruud, 2008). This will enable more people to be interested supporting carbon tax (Shimp, 2008). Environmentalist and renowned scientist will be encouraged to give talks and review about the carbon tax through various media including schools to enlighten young children on the importance of the tax on their future (Harvey, 2010). To create interest among youthful target audience several concerts featuring various music types and artists will be sponsored by the government in various regions of Australia (Nations United, 2010). Through our development of marketing mix, the government will be sponsoring several concerts and will be participating in other events (Petruzzelli, 2005). In as much as the events will be used to create interest in carbon tax, they will also be used to encourage evaluation at a target rate of 50%. Our fourth objective is to encourage trial by 40%. First companies to try out carbon tax will receive price rebates (Shimp, 2008). This will encourage more firms to believe that they are getting a bargain. To attain support for carbon tax by 75% of Australians we will be issuing some subscribers to events organized by the government some tickets to bring along friends (Lafferty and Ruud, 2008). This phase will be vital since subscribers will act as good ambassadors for carbon tax (Shimp, 2008). The first people to understand then advantages of carbon tax will be expected to spread the good news to their friends and family members who will be encouraged to support the tax (Harvey, 2010). Media plan a. Advertising Any advertisement must have a message, which focuses on the key benefits of the product. This is important to prospective buyers in making trial and adoption decision-making (Petruzzelli, 2005). The advertisement of the carbon tax will have a message designed to appeal to Australian (Nations United, 2010). The primary message for carbon tax will be that the carbon tax protects our survivability on this planet and assures us of sustainable future generation (Shimp, 2008). The adverts will concentrate on the benefits of carbon tax leaving out the technical part, which may reduce perception of the benefits of the carbon tax (Harvey, 2010). The adverts will be run using both print and audiovisual media. b. Sales promotion and Support media There are various sales promotional tools, which include event marketing, sponsorship, deals and discounts and product placement (Shimp, 2008). Since in sales promotion prices are valued by buyers the economic benefit of the tax will be emphasized (Harvey, 2010). c. Direct marketing Direct marketing will involve adverts on the internet and online sales (Petruzzelli, 2005). Thus, customers will be allowed to join freely via following the link appearing on the website advert on the internet (Shimp, 2008). This will allow quick accessibility to the site for customers and will facilitate customer relations. d. Public relations This portion of campaign will involve creation of positive public attitude and creation of favourable image for carbon tax and the sponsors involved (Lafferty and Ruud, 2008). Our intention is to implement media kits, press releases, co-branding and interviews with other social networking media. e. E-Active This will involve use of internet interactive marketing. Attention will be paid to creation of e-mail list, banner advertisement buys on different websites, and key word buys on Yahoo and Google and co-branding. f. Alternate media Alternate media will include posters, magazine racks, theatre adverts, tote bags, projector guerrilla advertisement and antenna balls (Shimp, 2008). Conclusion Global warming has devastating impacts on climate. It is on the background of this reality that Australia has introduced carbon tax to cut on greenhouse gases emission that is associated with global warming. It is in the interest of all Australians and the world all over that the present generation and the future generations be protected from these adverse effects of global warming. Carbon tax will ensure this is upheld will have far reaching economic and social impacts on both the current and future generations. Thus supporting the tax is encouraging sustainability of live on the globe. References Bonyhady, T., and Christoff, P. 2007. Climate Law in Australia. Canberra: Federation Press Gurran, N. 2011. Australian Urban Land Use Planning: Principles, Systems and Practice, 2nd Ed. Sydney: Sydney University Press Harvey, L. 2010. Energy and the New Reality 2: Carbon-Free Energy Supply. London: Earthscan Heywood, P. 2011. Community Planning: Integrating Social and Physical Environments. London: John Wiley & Sons Lafferty, W., and Ruud, A. 2008. Promoting Sustainable Electricity in Europe: Challenging the Path Dependence of Dominant Energy Systems. Sydney: Edward Elgar Publishing Lee, H., and Gerangelos, P. 2009. Constitutional Advancement in a Frozen Continent: Essays in Honour of George Winterton. Sydney: Federation Press Mullin, R. 2010. Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work, 5th Ed. New York: Kogan Page Publishers Nations United. 2010. Trade and Environment Review 2009/2010: Promoting Poles of Clean Growth to Foster the Transition to a More Sustainable Economy. Washington: United Nations Publications Petruzzelli, B. 2005. Real-Life Marketing and Promotion Strategies in College Libraries: Connecting With Campus and Community. London: Routledge Shimp, T. 2008. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 8th Ed. London: Cengage Learning Read More