The paper “ An Integrated Marketing Communications Plan for the Federal Government of Australia to Promote a New Carbon Tax" is a pathetic example of a case study on marketing. Global warming is mainly caused by greenhouse gases emission. Australia relies a lot on coal for electricity generation and as such, it is said to emit the highest amount of greenhouse gases among the developed countries. (Bartram 14). In order to minimize the emission of greenhouse gases, some countries have been using carbon trading scheme especially European countries while others have been using carbon tax.
Previously, Australia has been using regulations and subsidies to reduce carbon emission (Russell 51). However, with increased public concern on the effect of carbon emission, the Australian government passed laws to implement a carbon tax in 2011. The emission-trading scheme has been found to have several flows. The emission-trading scheme used in European nations is said to be ineffective in reducing carbon emission (World Bank 56). This has been discovered at the time when there is a heated debate in Australia about climate change policy and carbon pricing (Streeter and Hungerford 79).
Opponents of a carbon tax have been hailing the emission-trading scheme. The reality of the ineffectiveness of this scheme may surprise many Australians who have been made to believe that Europe is being de-carbonized (Jain 143). Opponents of a carbon tax have argued that this kind of scheme does not guarantee carbon reduction (Asafu-Adjaye, and Mahadevan 87). They argue that the carbon-trading scheme allows the market to price carbon at the level required to meet desired targets (Power 88). However, the results of European countries do not indicate that carbon trading can reduce carbon emission. Even though carbon tax does not guarantee carbon reduction, it does guarantee revenue (Bartram 64).
Moreover, it is argued that a carbon tax dedicated to a specific purpose is better placed to accelerate decarbonization. For instance, the revenue accrued from a carbon tax can be invested in renewable energy and clean technology research, development, demonstration and deployment (Streeter and Hungerford 77). Thus, the passage of legislation to implement a carbon tax in Australia is aimed at making firms more energy efficient and to push power generation toward gas and renewable (Russell 134).
Moreover, a carbon tax scheme is argued to be more efficient, effective, simple, flexible and transparent as opposed to previous approaches that employed regulations and subsidies. By enacting carbon tax legislation, Australia aims to cut its carbon emissions by 5% of 2000 levels by 2020 (World Bank 84). Target audienceThis IMC plan targets people working and living in Australia. The target market is divided into children aged between 10 and 18 years; youths aged 18 and 35 years; and people older than 35 years living and/or working in Australia (Asafu-Adjaye, and Mahadevan 121).
Children are usually good at spreading information and as such when they acquire it, they are likely to share it with their parents (Blakeman 198). Youths are of interest because they are key players in the greenhouse gas emission (Bartram 89). Thus, being informed or rather made aware of the greenhouse gas emission’ s impact on the environment and the need for a carbon tax will enable them as they prepare or make the investment they embrace technologies that have little or no impact on the environment (Bonyhandy and Christoff 75).
Older people are the main players who have firms that are likely to be affected by the carbon tax (Streeter and Hungerford 72). By being made aware of the carbon tax and its advantages over the regulations and subsidies previously employed, this target audience is likely to support the carbon tax system.