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Carbon Tax: the Australian Government Is Introducing a Carbon Tax and Your Advertising Company Has Been Contacted to Develop an Imc Campaign

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MRKT 19030 Promtions Management
Topic
Carbon Tax: the Australian Government is introducing a carbon tax and your advertising company has been contacted to develop an IMC campaign
Develop an IMC plan for the federal government of Australia to promote its new Carbon Tax. The government aims to reduce the amount of misinformation surrounding the implementation of the new tax and therefore has asked your firm to create an awareness campaign aimed at increasing awareness of t actual costs and benefits of the tax
Assessment Task
As the IMC Director of your fictitious advertising firm, your task is to develop an IMC plan to present to the federal government. It will be important you understand the political environment, and history surrounding the implementation of the new carbon tax. Your introduction should provide background information to the new tax and should be somewhat brief.
You must then undertake a review of the literature related to global warming, climate change and other factors that have lead to the introduction of the new tax.
You then are required to identify which market segments your campaign will target.
Next you must identify at least 3-5 communication objectives such as developing brand awareness; or promoting product and company knowledge; influencing interest or consumer attitudes; developing the product’s image; or influencing the purchase intention etc. (Chapter 4& 7 of Belch, Belch, Kerr & Powell).
Once you have identified your communication objectives you must discuss at least 3-5 creative strategies related specifically to the communication objectives targeting particular market segments for a particular purpose and requiring a specific consumer response (Waller 2004, pp36-37 and Belch, Belch, Kerr & Powell chapters 9-10).
3-5 creative strategies are: * Generic * Pre-Emptive * Unique Selling Proposition * Creating a brand image * Finding the Inherent drama * Positioning * Resonance * Affective
The final part of your IMC plan will be to develop a media plan describing the media vehicles (s) you will use for each creative strategy. Justify your use of specific media based on how this communicates with your selected target audiences (s), followed by a conclusion.

Structure f the Report 1. Executive Summary 2. Introduction 3. Situation analysis a. Marketing mix analysis b. Internal factors i. Company analysis c. External factors ii. Customer analysis iii. Competitor analysis iv. Environmental analysis d. Opportunity analysis 4. Objectives 5. Budget 6. A target audience segment analysis 7. Literature Review related to global warming, climate change and other factors that have lead to the introduction of the new tax; 8. At least 3-5 communication strategy- such as developing awareness; or promoting knowledge; influencing interest or consumer attitudes; or developing the tax’s image (chapters 4&7 of Belch, Belch, Kerr & Powell) 9. At least 3-5 creative strategies- related specifically to the communication objectives targeting particular market segments for a particular purpose and requires a specific consumer response (Waller 2004, pp 36-77 and Belch, Belch, Kerr & Powell chapters 9-10) 10. A media planning- select the media vehicle (s) you will use for each creative strategy. Justify your use of specific media based on how this communicates with your selected target audiences (s); 11. Media Strategy e. Advertising f. Direct marketing g. Internet and interactive media h. Sales promotion i. Public relations j. Publicity k. Personal selling 12. Campaign evaluation 13. Conclusion 14. References
Requirement
1. 12 font size with 1.5 line spacing 2. 3000 words 3. At least 10 scholarly journal articles or academic text books, excluding the course text and references pointing to a website 4. Google, Wikipedia, www.NetMBA.com, www.marketingteacher.com, www.tutor2u.com will be treated very negatively 5. Use journal articles from the resources provided below: 6. Resources * http://www.cqu.edu.au/library * http://moodle.cqu.edu.au – Subject code: HRMT19020 * username: s0192730 * Password: s270989#

Others notes: 1. There are a number of creative ways to reach each target audience segment and you will need to consider the implications of your communication actions in each case. Think about, and justify, why you have chosen this communication for this particular market (providing market demographics and/or psycholographic characteristics) in each case. 2. Write a report detailing your communications plans. You will need to include an executive summary, table of contents, other style characteristics as set out in the attached assessment criteria, introduction, conclusion, reference list and in-text references where appropriate. 3. Don’t forget, you are an IMC professional and your report should be professionally presented. Also remember that the overall marketing objective for any company is to present a unique, consolidated, integrated image for the company.
The assignment should demonstrate: * An ability to construct logical, rational arguments to support your propositions, assertions or opinions. * Wide variety of reading in topic area * An ability to use the theory and other references to support your argument * You must reference all information correctly according to the Guide for Students. Marks will be deducted in each section for lack of (or incorrect) referencing. * All submissions for this course must use the Harvard (author-date) referencing style. Penalties will apply for poor referencing. Your assignment will be checked electronically for plagiarism. * An understanding of the material and concepts * Submission of work in appropriate format * A capacity to discuss the topic within the world limits set * Adherence to style presentation in the Guide for Students, including correct grammar, spelling and punctuation * Support material has been provided within the Moodle site to assist you with this assessment * Set up the headings to your paper using the criteria items as a guide

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