Promotion Management - Carbon Pollution Reduction Scheme of Australian Government - Case Study Example

Executive Summary The rising carbon emission and the harmful effects surrounding it has made the Australian government look towards developing a promotional campaign so that the manner in the carbon tax effects can be calculated by looking to develop a Carbon Pollution Reduction Scheme. The government through this was look towards bringing forward the different benefits that the users will get through tax. For, this government has looked towards every sector and looked towards developing a framework which ensures reduction in carbon emission. The government on this front has looked towards using different media like visuals, aids, television and others so that more awareness can be spread and mechanism developed to ensure a better society. The carbon reduction program which looks towards spreading awareness is a step in that direction and will help the economy in controlling emission and at the same time look towards ensuring that the tax benefits are provided. Table of Contents Introduction 3 Objective of the Report 3 Background Information 3 AIDA 4 Target Audience Analysis 5 Literature Review 5 Communication Objectives 7 Creative Strategies 8 Media Plan 10 Recommendations 12 Conclusion 13 References 14 Introduction The changing world environment through change in global temperatures and decreasing consumable water has increased the concern of all world bodies towards developing a mechanism which helps to reduce carbon emission. This has made the Australian government to look towards developing a strategy which ensures that more and more awareness regarding rising carbon is spread and people made aware about the fact they will benefit through changes in the tax. To ensure effectiveness the Australian Government has looked towards developing an IMC campaign which will ensure better use of the resources. Objectives of the Report The report presents the steps that the Australian government is looking towards spreading awareness about their carbon pollution reduction scheme. The government on this front is looking towards developing an IMC plan so that people could be highlighted the manner they will benefit through the change in tax and look towards conserving the society. The report also presents the manner in which the different strategies are used by the government by looking towards different media and objectives so that the overall benefit can be increased. This will thereby help to gauge the effectiveness of the carbon pollution scheme and will ensure to make a strategy to develop the effectivness of the program. Background Information The Australian government had started the Carbon Pollution Reduction Scheme in 2011 and looks towards reducing the present level of carbon emission by 60% by the end of 2050 (DAFF, 2010). The government through this methodology has fixed the amount of carbon that businesses can release in the environment and have put a carbon tax on it. Further, the government has also allowed the trading of carbon so that businesses can look towards taking the benefit of reduced carbon emission and improve their business profits (CRPS, 2010). The businesses through this scheme will be able to gain on tax benefit and also ensure proper strategies to reduce the amount of emission so that pollution can be reduced. This has made the government look towards developing a campaign by the name June 2012 – August 2012 so that business is able to save the environment. People are of the notion that through the scheme they are compensated heavily but instead companies that are able to save carbons are able to benefit. In addition to it they receive tax benefits which help the society and individuals. Further, the government has also looked towards spreading awareness so that they are able to look after the society and ensure long term benefit AIDA The Australian government in their campaign to spread awareness is looking towards using a strategy of AIDA where they look towards spreading awareness, raising interest, creating desire, and then taking actions. This will help the Australian government in ensuring that their strategies provide the required return and awareness about the campaign can be spread. Target Audience Analysis The Australian government while developing their IMC campaign has looked towards ensuring that different sections of the society are looked into. This has made the Australian government design their strategy in such a manner that they are able to clearly define their set audience and based on the requirements design a strategy which will provide effectiveness in the campaign. This has made the government look towards the following section of customers Targeted Class Class of Customer Customer Needs Organizations Working Class people Uses different machines resulting in high carbon emission Students, Housewifess Studing people and people living at homes Uses electronic equipments and others which results in carbon emission Service Sector People looking towards conserving society Uses different equipments which results in increased carbon emission The government thereby has looked towards targeting a huge customer base so that awareness about the rising carbon can be done so that the society takes the required steps which helps to preserve the environment. Literature Review This has helped to identify IMC as a campaign where the government looks towards presenting before the audience the benefit that carbon pollution scheme will provide both in terms of monetary and non monetary terms. This has made them develop and IMC campaign and is supported by various studies which states that IMC campaign will help to spread awareness A research conducted by Holm, 2006 shows that IMC campaign helps to create awareness which will make people understand the underlying cause for conducting the study and will thereby benefit by ensuring that appropriate steps are taken to better strategies (Holm, 2006). This will thereby help the Australian government as it will ensure that they are able to spread awareness and make the people aware about the benefits they will receive through the pollution reduction scheme. Another study in the same direction substantiates that IMC helps businesses to draw a parallel between market-situational and organizational factors and understand the manner the different factors have on the performance of the organization (Zvobgo & Melewar, 2011). This strengthens the fact that the Australian government through their campaign will be able to make the masses understand the benefit of reducing carbon emission and will thereby transform into developing awareness. This will also ensure that the situational factors are able to make the organization work towards improving the overall performance and spread more awareness. Another finding in the same direction shows that IMC helps to improve understanding of the people as it helps to make people more aware and directs then in the manner they can work and look towards the opportunities so that they are benefitted (Kitchen, Kim & Schultz, 2008). This is an aspect of IMC which will greatly benefit the government as it will enable them to develop a successful IMC plan which will help them to ensure effectiveness and making people aware about rising carbon. Communication Objective The Australian government while looking towards spreading awareness about rising carbon emission has laid special stress on developing a communication plan and objective so that more and more people can be made aware of it. This will help the Australian government in drafting the communication plan better and will ensure that they are able to look towards their target customer and spread awareness about it. The government as a result has looked towards making the following the communication plan The prime objective towards which the communication objective of the Australian government has been drawn is to spread awareness about the rising carbon emission. While looking to spread awareness the government also looks to make people understand the tax aspect related to carbon and the manner in which it will benefit them and the society. Further, this communication objectives also tends to highlight the benefits and the mechanism that the government looks to adopt so that more and more awareness can be spread. The objective is also directed towards making people use the carbon pollution reduction scheme by highlighting the manner in which they will be benefited. Further, explaining them the mechanism through which carbons can be traded will help to improve the understanding and ensure that more and more people are made aware about the carbon scheme which will thereby ensure better cooperation from the different sectors towards the common purpose. The communication objective is also directed towards household do that a change in their attitude and use of equipments can be brought about so that more ad more people are made to use the resources in an effective manner. This will help the government in ensuring that the household sector understands the manner in which they are causing carbon emission and taking steps which helps to reduce it will prove effective and help the Australian government in reducing the amount of carbon present in the environment. The communication objective can also be directed towards making major changes in the buying behavior of the consumer by influencing their purchasing habits (Barnes & Greenwood, 2010). The government by highlighting the manner in which using equipments which are environment friendly and look towards lower carbon emission ensure that a better strategy is drawn which will facilitate the changes and ensure better mechanism to reduce carbons. This will ensure in creating more awareness and ensure that a larger section of the population are influenced Creative Strategies The Australian government after identifying the manner in which the communication needs to be passed on to the public has to ensure that they are able to develop a mechanism which will help to develop strategies which make people understand the importance of carbon emission. The creative strategies which the government has looked to employ look towards ensuring that the targeted customer base is looked into so that better awareness about the campaign can be developed. This has looked towards developing the following creative strategy (Popp, 2000) The government in their creative strategy has to look towards ensuring that they highlight the benefit of carbon reduction pollution scheme so that the people understand the different tax benefit that they will get. The campaign should be designed in such a manner that it reflects before the audience the tax implications and the mechanism through which they will be able to gain advantage The government in their creative strategy should look towards special campaign for the business class especially the manufacturing concern. In their strategy they should look towards ensuring that they highlight the manner the business will be benefitted through carbon trading. Further, they should also clear the tax implications for the business and the punishment and fines that the organization has to undergo if the do not follow the stated objectives. This will ensure better understanding and will thereby transform into a strategy where the business is able to improve awareness In this communication strategy the aim should be directed towards the household sector by making them understand the manner they are emitting carbon. They should also look towards ensuring that they bring forward to the household different equipments and objects that will help them to reduce carbon emission and therebey impact the society. Further, the campaign should look towards showing the manner in which environmental degradation has taken place and the manner individuals on their own front contribute towards the society and help to reduce the amount of carbon that is released in the environment. The government should bring forward different equipments and objects that will help to reduce carbon emission and will have a positive impact on the life of people and the society. The government should look towards persuading the household, students and the business sector to purchase products which are eco friendly and look towards less emission so that the society on a whole benefits and the harmful effects are limited to a large extent Media Plan The government while looking towards a large customer base has to ensure that the media used is effective and provides the wide coverage that the business is aiming at. The government on this front has to use a mix of advertisement both over the internet and television, customer call centers to solve the doubts, in mall demonstration, special program in colleges and universities and look towards different areas which helps to attract large population (Duffy, 2005). The government can look towards using television and internet advetising for households and students as they are found to be glued at television sets. Further, the government has to look towards using different promotional events like distribution of gifts through malls by asking various questions on the environment so that awareness can be spread. Further, looking towards the tax benefit and making people aware about it by the distribution of circulars will further help to bring the required changes that will help to ensure better facilities and creating awareness about their services. The government can also make use of newspaper advertisement where they look to reach the mass audience by highlighting the benefit of carbon trading and benefits that the business can get also highlighting the tax benefits. Further, the government through this mechanism should also look towards bringing before the people the manner the environment has been degraded and looking towards matching the requirements will ensure that the appeal is made to the large mass (Miller & Merrilees, 1999). The government also has to look towards developing call centers so that more and more people are made aware about the program and all their queries get solved. Even sending their representatives to big corporate houses and bringing before them the matter of rising carbon emission and the tax implications for the same will ensure that the government is look towards working in different direction and developing a mechanism through which more and more awareness can be spread. The government can also look towards organizing various camps and plays which looks to throw light on the growing emission. This will help them to clear the stand in the mind of the people and will help to create the required awareness which makes people understand the different benefits that they will yield. This will also ensure that the government is able to clearly highlight the manner the environment has been affected and will help to ensure better strategies to deal with it. The manner in which the government is looking towards spreading awareness highlights that the government looks towards the following media plan Media Why Camps Will help to attract people from differen section Call Centres Will help to solve the queries that people have regarding carbon emission and tax implications Television Will make more people understand the manner carbon pollution is affecting them and improve their knowledge regarding tax Internet Will make more people understand the manner carbon pollution is affecting them and improve their knowledge regarding tax In Store Promotion Will make more people understand the manner carbon pollution is affecting them and improve their knowledge regarding tax The above stated media plan will ensure that the Australian government is able to gain efficiency and ensure that they are able to spread better awareness and knowledge about the manner environment is harming the society and ensuring better strategies to tackle with them Recommendations The Australian government has to look towards ensuring that they use the awareness campaign I directing their efforts to the maximum possible audience as it will ensure that they are able to gain effectiveness. The government has to look towards using a mix of different media and look towards providing various inputs so that more and more people understand about the campaign. Further, the government has to look toward using television, internet, in store promotion, call centers and other mechanism so that more and more people can understand the manner in which the environment has impacted them. Further, the governments should also look towards developing the communication strategy in such a manner that they are able to ensure maximum advantage ensure proper awareness about the carbon pollution scheme so that the society can be helped. Conclusion The Australian government through their Carbon Reduction Pollution Scheme has looked towards spreading awareness which is aimed across all sections. Since, the government on this front has looked towards making rules which look towards targeting different section of the society and providing the required benefit to them will ensure that they are able to spread awareness. Also, having clearly defined objectives and developing a communication plan which looks towards ensuring that all section of the society are aimed at will ensure effectiveness in the IMC campaign and help to ensure maximum effectiveness in spreading awareness about the rising carbon in the environment. References Barnes L & Greenwood G, (2010), “Fast fashion in the retail store environment”, International Journal of Retail & Distribution Management, 38 (10), pp 760-772 CRPS. 2012. Carbon Reduction Pollution Scheme. Government of Australia Undertaking. Retrieved on May 1, 2012 from http://sites.thomsonreuters.com.au/carbon/ DAFF. 2010. Carbon Reduction Pollution Scheme. Department of Agriculture, Fisheries and Forestry. Retrieved on May 1, 2012 from http://www.daff.gov.au/climatechange/carbon_pollution_reduction_scheme Duffy D, (2005), “Direct selling as next channel”, Journal of Consumer Marketing, 22 (1), pp 43-45 Holm, O. 2006. Integrated marketing communication: from tactics to strategy. Corporate Communications: An International Journal, 11 (1), pp.23 – 33 Kitchen, P. Kim, I. & Schultz, D. 2008. Integrated Marketing Communications: Practice Leads Theory. Journal of Advertising Research, 48 (4), pp. 531 Miller D & Merrilees B, (1999), “Direct selling in the west and east: the relative roles of product and relationship drivers”, Journal of Business Research, 45 (3), pp 267-273 Popp A, (2000), “Swamped in information but starved of data: information and intermediary in supply chains”, Supply Chain Management an International Journal, 5 (3), pp 151-161 Zvobgo, M. & Melewar, T. 2011. Drivers of Globally Integrated Marketing Communications: A Review of Literature & Research Propositions. Journal of Promotion Management, 17 (1), pp. 1-20 Read More