The paper "Promotion Management: The Carbon Tax Law" is an outstanding example of a research paper on marketing. Global warming and other climatic changes have caused adverse effects on the environment, and in turn, negatively affected human health and the Australian economy at large. The introduction of the carbon tax law in the country was aimed at reducing pollution in the atmosphere; thus, guaranteeing people a safe living environment. Nevertheless, there is a controversy between the opposing and supporting groups on the implementation of the new law. One of the strategies that the government has employed in order to successfully enforce the law entails a promotional campaign that will inform, persuade, and remind the public on the importance of the law. Background information As Sridhar (2012) reports, in an attempt to address the issue of climate change, the Australian government sets to initiate a carbon tax as of July 1, 2012.
The country’ s main objective is to minimize its total greenhouse gas emissions (GHGs) by 5 % by 2020. In order to attain this goal, the government has proposed a carbon tax, which is currently controversial.
The introduction of the carbon tax will be with a flat price of A$ 23 per CO2-e tonne. About 500 Australian top polluting firms, which represent half the predetermined number, will pay a fixed charge of A$ 23 per every CO2-e tonne emitted, and the charge will be hiked every year by 2.5% above the inflation rate. For three years prior to opening the emission trade scheme, A $9billion in profits resulting from the carbon tax will be used to recompense and aid jobs in most affected industries.
According to the Australian government, 90% of its households will be reimbursed in a certain manner; with 70% absolute recompensed either through family payment increase or reduced taxes. Additionally, the government will utilize A$ 14 billion accruing from the tax to invest in clean energy sources and technologies. This amount is inclusive of A$ 1 billion to enhance energy effectiveness, A$ 3 billion on renewable energy, while A$ 10 billion on uncontaminated energy technology. In terms of its effects, the carbon tax will help in the reduction of about 159 million tones of pollution from the country’ s atmosphere if all proposed conditions are undertaken.
Nevertheless, the tax will negatively affect the country’ s GDP, small-income households, and increase energy prices. Some of the drawbacks of the Australian carbon tax include little support from the public that views it negatively; it is exclusive of agriculture, which contributes 18% GHG emissions; poor policies on carbon tax; and high probability of companies moving to countries with no or low pollution charges (Sridhar 2012). Target audience analysis The main targets of the campaign include firms, young people, legislators, and the working population in Australia.
In terms of firms, the carbon tax promotion campaign will target those businesses whose operations contribute to environmental pollution in the country.