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Climate change - Research Paper Example

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The paper "Climate Change" describes the planned media campaign which aims to enhance awareness amongst the target audience and to solicit their participation and cooperation in the pro-climate change campaign. It focusing on the communication characteristics of the targeted customers…
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Climate change
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Climate change

Download file to see previous pages...  The intended IMC campaign is educational in its approach and intends to educate the university students about the long term and short term consequences of climate change and what is its long-term prognosis for the Australian environment, economy, and growth. The intended IMC campaign is educational in its approach and intends to educate the university students about the long term and short term consequences of climate change and what is its long-term prognosis for the Australian environment, economy, and growth. It is a salient objective of this media campaign to help the targeted audience understand as to what small steps and lifestyle changes they can resort to, to dilute and mitigate the impact of climate change and to predict and quantify the influence these measures could have in ameliorating the short term and long term impact of climate change. This campaign also intends to augment the overall traffic on the "Be the Change you want" website and to secure at least 75,000 hits during the six-month period over which the campaign spans. There is no denying the fact that this campaign tends to heavily exploit the social networking portals like Facebook, Twitter, and YouTube. So one important goal is to secure a minimum of 15,000 followers for the "Be the Change you want" page of the Facebook in the six-month period for which the campaign lasts. The overall campaign objective is to solicit the loyalty and commitment of the target audience for the cause of climate change....
This campaign also intends to augment the overall traffic on the “Be the Change you want” website and to secure at least 75,000 hits during the six month period over which the campaign spans. There is no denying the fact that this campaign tends to heavily exploit the social networking portals like Facebook, Twitter and YouTube. So one important goal is to secure a minimum of 15,000 followers for the “Be the Change you want” page of the Facebook in the six month period for which the campaign lasts. The overall campaign objective is to solicit the loyalty and commitment of the target audience for the cause of climate change3. These young audiences being university students will certainly be the opinion makers of tomorrow. So the pivotal target of the campaign is to make the optimum use of the scarce resources to run an IMC plan that achieves results with a lasting shelf life. Media Plan- A Timeline Sensitive Choice of Media Tools Being subject to a budgetary limit of 1, 00,000 AUD and extending over a period of six months, the choice of media tools will be such as to blend with the schedule of the target audience4. Based on the assumption that all the universities affiliate to the Curtin academic calendar, the campaign will be initiated in first week of the semester 2012 (Monday February 27). The campaign will last for 6 months and will culminate in week 3 of semester 2. The campaign intends to focus on one university each in 5 states that are VIC, WA, NSW, QLD and SA. At the very start of the campaign, the selected customers and guilds will be emailed pamphlets to get them interested in the awareness drive. Once the campaign is initiated, the customized pamphlets will be ...Download file to see next pagesRead More
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