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Carbon Tax: the Australian Government is introducing a carbon tax and your advertising company has been contracted 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 the actual costs and benefits of the tax.
OR
An alternative project may be negotiated that involves the company you currently work for or the company you want to start up. If you choose this option, internal students will need to negotiate and gain approval with your local lecturer/tutor. External students will need to contact the course coordinator through the course email.
Assessment Task
(Please use size 12 font with 1.5 line spacing)
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. (chapters 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, pp. 36-37 and Belch, Belch, Kerr & Powell chapters 9-10). The final part of your IMC plan will be to develop a media plan describing 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 audience(s), followed by a conclusion.
To develop your IMC plan, you will need to include the following:
•Introduction / Background Information;
•A target audience segment analysis;
•Literature Review related to global warming, climate change and other factors that have lead to the introduction of the new tax.;
•At least 3-5 communication objectives – 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);
•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. 36-37 and Belch, Belch, Kerr & Powell chapters 9-10);
•A media plan – 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 audience(s);
•Conclusion.
Note: Although some page and chapter references have been noted, other relevant material pertaining to the assessment can be found in other texts as well as on the Moodle site. Therefore, do not rely on those suggested references as your sole source of information. Your paper needs to cover at least ten (10) scholarly journal articles or academic text books, excluding the course text and references pointing to a website, on the topic. Selection of literary support from Google; Wikipedia; www.NetMBA.com; www.marketingteacher.com, www.tutor2u.com and so on will be treated very negatively.
These ARE NOT appropriate sources for your academic assignments and use of them is NOT acceptable.
Be Creative!!
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 psychographic characteristics) in each case.
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. The Waller text is a very useful tool, it can assist you with your writing/style/formatting. However it is important that you use the criteria for this assessment to form the final structure to your paper and not the Waller text.
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.
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