Carbon Tax. A&B Carboniferous Australian Company - Essay Example

? Carbon Tax Carbon Tax Introduction A&B Carboniferous is an Australian Company that is involved in creating awareness about a tax that is newly introduced in Australia. The tax is regarding carbon, in which citizens are required to participate in giving the same. As a matter of fact, the whole issue of tax payment is still underway, and that is why the company is out to help in creating an immense awareness campaign. The campaign has a sole goal of letting the citizen embrace this newly introduced taxation in totality. There has been a lot of misinformation that has cropped up in response to the government’s attempt to implement this new taxation plan, the reason why this company is out to let the citizens understand pure intention of the government. This is where the importance of this company arises in view of creating an Integrated Market Communication (IMC) Plan. In real sense, Australian government is in a need to let the general public to understand gains entailed in the implementation of this new tax on carbon. In addition, there is a genuine cost that comes along in it, which is something that the government wishes the public to understand. Carbon dioxide is a gas that is released in our environment in various ways some of which include a natural way by plants in a definite carbon cycle. The other one is through our own activities which include burning of bushes, as well as smoke and soot arising from industries that individuals have established. As Kondrat’ev et al. (2003) observed and noted in their book, climate warming across the globe is as a result of growing carbon dioxide concentration. The reason behind this is endless emissions of fossil fuel burning in the atmosphere which ultimately contain adverse effects on human kind. So many scholars and researchers have come up in an attempt to estimate social cost of carbon. For instance, Bell (2011) has done a deep research and seen how recent technology is capable of reducing dangerous effects of carbon on human beings all over the world. She saw how different scholars have come up with integrated assessment models in their attempt to bring together knowledge in different disciplines just to show whether climate change policies bear any efficacy. This is the sole reason why my company is also out to let introduction of carbon tax in Australia, to inform the general public of its importance. Target Audience Segment Analysis In Australia, there are so many individuals that are targeted in order to let the information about carbon taxation circulate. For instance, it is a matter of fact that the entire people of great political diversity and different social backgrounds and understanding. In this case, carbon taxation is applicable to those citizens that are employed in various sectors by the government. In addition, individuals that are also employed by different nongovernmental organizations are also a target to this new taxation. The government will is not to hesitate in letting all the above targeted audience out in any way. There are still so many people that are neither employed by the government nor nongovernmental institutions. Most of them are self employed running their errands individually to earn a living. For instance, there are so many individuals who run their own business enterprises. This may be a small business enterprises (SMEs) or even bigger ones of which they may be having many employees to run and manage this. Such like group is a good target and because introducing this new carbon taxation ultimately results in what is benefiting them, they should be able to embrace it with in totality. These are the business people that will for sure make the taxation a success in the long run. Using an approach related to integrated communication is significant and more as relevant to a desired audience as Shahaf (2009), Integrated Marketing Communication plan is still essential in ensuring that everybody who earns a salary, be it from the government or through individual means are reached out. This is why establishing different objectives in the market are indispensable. In consequence, the desired audience still will include a variety of people like all that have dissimilar political outlook and perceptions. As A&B Carboniferous Company, we are quit conversant with these political stands that the citizens of Australia embrace. For that effect, creating awareness campaign about carbon taxation will be relevant and in the real sense be accepted when the government in due course introduces it. Literature Review Carbon emission in the environment has a lot of effects that have raised a need to take to control. May and Caron (2009) have also observed adverse effects that carbon has in many parts of the world. It is because of the same that a desire to come up with an IMC crops up with a sure aim of enlightening individuals on its significance. There is a need too to assure them how in great depth they will benefit from the introduction of this carbon tax in their land. For example, introduction of carbon tax will result in an immense reduction of adverse effects that are in store to ruin human life. Effects have been so immense, and as May and Caron (2009) have given example, their effects are quite diverse ranging from natural hazards like storms and floods to mass extinction of animal. In their list too is an effect of global warming on humanity, an issue that raises a concern on how to go about it. Therefore, A&B Carboniferous Company proves to the citizens its pure intensions and benefits enveloped in the introduction of this new carbon tax at hand. Integrated Market Communication, therefore, is containing information that that will benefit the public in terms of understanding our environment. This will also include the drastic changes that carbon has effected on all over the globe. In fact, it is something worth notable that nature is being depleted by actions arising from carbon, its products and by products. For instance, there is a great depletion in the ozone layer, something that is caused by carbon and its products. Due to this, A&B Carboniferous Company has realized its promotional abilities and capabilities that are in getting in the mass media to create an awareness campaign about this newly introduced taxation by the Australian government. As Chitty et al. (2011) identify, the general market strategy is all about recognizing market and audience targeted and to go ahead and choose appropriate marketing mix and media for advertisement. It is within our capabilities to know in advance and communicate programs about promotion It is, however, difficult to achieve all these without recognizing areas in which implementation of this taxation lays a heavy wait on. Convincing the public may be a so difficult a task since there would arise different reactions and views about the same issue. This is due to different political stands that the people of Australia embrace. There are various perceptions and positions that individual citizens will take about the same issue of carbon taxation. As Dovers (1994) has seen, introduction of carbon taxes in Australia will lead to an increase prices on fuels and ultimately result in unfavorable effects as some of the Australians believe. On the brighter side, we believe as an A&B Carboniferous Company to convince the majority to consider giving paying taxes n order to reduce the adverse effects of carbon on the ecosystem. This includes all forms of lives as earlier mentioned, lives of plants through carbon cycle and as well as other animals that are endangered by emission of this carbon in the atmosphere. In other words, these are the animals that face extinction. It is within our mission as A&B Carboniferous Company to ensure that a desired outcome is realized. As the government requires, we are oriented in taking risks of great levels as well, as conserving nature. We associate with every aspect of business ranging from technological issues, resource from individual human beings to finances and sales management. These are what define our moves and dedication in undertaking carbon tax awareness campaign in Australia. With due respect to all ethics required in this awareness campaign, A&B Carboniferous Company has qualified individuals that bear the same characteristics. Schultz et al. (1996) observed, and I concur with them that Integrated Marketing Communication is all about communicating with people, whether interested or not interested in an item, basing the communication on what they can feel, see or hear about. In our case, it is all about letting them know and embrace introduction of the carbon taxation. Due to the social life that the citizens are living in Australia, my company has realized that understanding political history is vital and requires much of conviction from us. It is within the strengths of my company of my company to know this political history of Australia and what the general public demands in order to embrace this newly introduced taxation on carbon. To affirm this, it is capable defining the processes involved in IMC, that is, in planning and execution, in appraisal and directing utilization of various methods and tools involved in the communication field. It is after this that an effective communication will be achieved as the general public positively receives the intended message satisfactorily. Marketing Communication and Advertisement Objectives and Strategies A&B Carboniferous Company has so far come out with marketing objectives, strategy and program with an aim of letting the government relay to the people what they should know. These are what we consider as internal aspects of Integrated Market Communication plan. As it will be seen in the subsequent discussions, there will be an implementation of the said program s well as an evaluation following its performance. On the other hand, there exist external aspects of this IMC, and they include analysis of competition if any, the targeted audience and their environment. Shah (2009) advises on the same laying emphasis on positioning, something that he defines as introducing a product or a service in a consumer’s mind comparative to competition. As a matter of fact, this is a strategy that A&B Carboniferous Company uses in order to show peculiarity if a comparison is used (Shah 2009). Additionally, certain specific aspects must be employed to achieve a better implementation of IMC. For instance, my company is out to see that all that is required in developing advertising strategies and objectives are met. In this regard, the targeted people are citizens of Australia, of whom A&B Carboniferous Company has widened its understanding on media platforms available in Australia. These include such like television and radio that act as platforms for commercial networks. In commercial, the mentioned networks, in Australia, research has it that they are four in number. There are also two general television stations used by both the government and community. As if that isn’t enough, there are a total of 120 TV subscriptions that are also a means of communication. Our Company has identified these networks as a means of reaching out to the entire community and hence subscribed to television to commence awareness campaign. On the other hand, there are also print media in Australia that we aim at utilizing in order to reach out to the whole community. It takes account of magazines of which consumer magazines are inclusive. In addition, there are newspapers that entail National and metro dailies, Metro Sunday, Regional and another source called Suburban for the community. Moreover, there is a still provision for cinema platforms in which the main source of communication is through big screens available for the general public. All these are particularly important in understanding because of the great diversity and widened area in mass communication. As a matter of fact, they all pose a convolution of the landscape that engulfs all available choices that are needed in planning for the IMC. In order to realize an effective result in an advertisement and creating awareness about the carbon taxation, A&B Carboniferous Company has highlighted advertisement strategies at hand that are recommended to the government. The company is set to use traditional forms of advertisement to realize relay a message to the general public. The forms as had been seen earlier include print media, as well as radio, television and other advertisement structures in the outdoor media, (Altstiel & Grow, 2006). Moreover, the company still is set to engage itself in a number of nontraditional promotion strategies which include taking into consideration public relations, use of Internet as well as direct marketing as Altstiel and Grow (2006) explained. The company has identified and recommended trade and journal advertisement professionally to the Australian government as a way that will efficiently create awareness to the citizens with a lot of ease. Because carbon has got diverse effects on all forms of current and future lives, the general public is expected to realize the sense through my company. To this effect, we do not limit the government to in reaching out for the same awareness creation but advice that it gets more aggressive in reaching out to people, even if it involves at a personal level. A personal level awareness creation entails majorly direct mail as Altstiel and Grow (2006) clearly bring to light. In addition, they are advocating for trade shows or conventions in which a message on carbon and the importance in its taxation is conveyed. As an A&B Carboniferous Company, we have a great aim in ensuring that the Australian government learns how to publicly relate to the general public as far as publicity or public relation is concerned. We recommend that the government get engaged in the event making for it is from this that the citizens will familiarize themselves with the taxation on carbon which is still new in their mode of living. It may be difficult to provide promotions about the same, but it is rather important. In itself, sales promotion will ensure that the general public familiarize themselves with the government’s intentions. In fact, this should go hand in hand with event marketing just as Altstiel and Grow (2006) observes. In the creation of Integrated Marketing Communication, A&B Carboniferous Company recommends for the government of Australia to consider using displays in point of sale. This action is additionally excellent for the general public in terms of informing them about the importance of carbon taxation in their community. To realize all these, the government will have to produce as many brochures as possible in addition to catalogs. These are what will enhance understanding on the same aspect of carbon taxation. As they will be reading the revealed government intention in them, they will be realizing its importance at the same time. Again, it is important to let the government establish trade support of shows so that many individuals to be reached out to. In this regard, the general mass will have a clue in what is entailed in the government’s plan of introducing the new carbon taxation. So far there is still much in knowing about carbon taxation and its introduction in Australia. This is why A&B Carboniferous Company has what it takes to enlighten the public on the great importance associated with the same. As earlier stated, there is lots of eradication of excellent forms of live all over the globe due to emission of carbon gases in the atmosphere so to mention. This is why there has to be so much strategy in terms of informing the general public about the benefit of this taxation and how t is all about their own good. To realize this, my company suggests the use of the newsletter to reach those who are literate informing them about carbon taxation. In addition, if the government engages in the use banner ads that are placed at strategic place in the entire nation. This would help in winning the trust from individual member of the society and the whole nation at large as Altstiel and Grow (2006) have observed. A very vital instrument of creating awareness in the entire nation of Australia is the use of the internet and web pages. Belch and Belch (2006) have also noted this and see how information about products and services need to be circulated to reach the targeted individuals. They claim that internet services are the best and the fastest means to see this come to pass. This is the place for ensuring that the general public receives information as fast as it may be required. In this respect, internet has been the most utilized and reliable means of relaying information to individuals of the contemporary society. This has been realized due to the advancing technology that will not only keep information for future reference but also to avail it at the very point that it is obtained. It is, therefore, important to consider and recommend the use of internet as a vehicle of relaying information to the public telling them about carbon taxation and its introduction in Australia. Using the above indicated media plans as vehicles transporting information on carbon taxation is justified and seen as reliable means. Conclusion Australian government will realize its need to introduce carbon taxation in the entire nation. As the director of A&B Carboniferous Company, the above professional views on the creation of an IMC plan will meet expectations of the government itself and also to benefit the entire citizens. Because carbon emission has posed a dangerous threat to forms of lives across the globe, it is therefore something of undying significance to ensure that a response is provided to handle the situation and save our future. Nature will provide a peaceful coexistence when all factors that provides for the same peace are held constant and not in contrary to anything taking place against it. Regardless of political stands and demographic diversity in different segments all over the nation of Australia, there is an immense need to consider giving out our taxes to help the government handle crisis before they worsen. All that the government has in store if for the good of all individuals, that is the current generation and even others which are yet to come. A&B Carboniferous Company has as a result developed this IMC plan to help the government achieve its desired goals and to positively reach out its citizens without a single form of exploitation. References Altstiel, T & Grow, J 2006, Advertising Strategy: Creative Tactics from the Outside/in, SAGE Publication, London. Belch, E G & Belch A M 2006, Advertising & Promotion, McGraw-Hill College, USA. Bell, M M 2011, an Invitation to Environmental Sociology, Pine Forge Press, Newbury Park. Chitty, W, Barker, N, Valos, M & Shimp, T 2011, Integrated Marketing Communications Asia Pacific Edition. CENGAGE Learning, KY. Dovers, S 1994, Sustainable Energy Systems: Pathways FOR Australian Energy Reform, Cambridge University Press, Cambridge. Kondrat’ev, A K, Krapvin, F V & Vorotsos, C 2003, Global Carbon Cycle and Climate Change., Springer Publishing Company, New York. May, E & Caron, Z 2009, Global Warming for Dummies, John Willey & Sons, Inc New Jersey. Sahaf, A M 2009, Strategic Marketing: Making Decisions for Strategic Advantage, PHI Learning Pvt. Ltd. Schultz, E D, Tannenbaum, I S & Leuterborn, F R 1996, The New Marketing Paradigm: Integrated Marketing Communications, McGraw-Hill Professional Publishers, Michigan. Shah 2009, Advertisement and Promotions: An IMC Perspective, Tata McGraw-Hill Education Publication, Nodia. Read More