Uber marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Uber marketing communication mix is aimed to associate using Uber services with cost-efficiency, effectiveness and convenience. Uber Print and Media Advertising Uber uses traditional print and media advertising sparingly, mainly concentrating on social media and word-of-mouth marketing channels. Nevertheless, the global taxi technology company still uses TV ads, newspapers and magazine ads, posters and banners in selected locations. The ride-hailing giant is known for unconventional advertising techniques. These include putting ads on drones and having them taunt drivers stuck in traffic in Mexico City.[1] Marketing campaign “Boxes” as metaphor for excessive traffic jams in Asian cities, where the ad proposes ridesharing as a key part of the solution has been praised as innovative and appealing.[2] At the same time, Uber’s use of advertising has proved to be controversial in several instances. For example, a billboard in Egypt which says “I escaped from driving my mother-in-law home 64 times” was found to be offensive by local people[3]. In France, campaign offering men free rides with ‘incredibly hot chicks’ has been criticized as sexist, resulting in an apology from Uber France.[4] Recently, the largest mobility platform in the world started advertising Uber Eats services through selected radio channels in selected locations promoting earning potential through the service. Uber also uses celebrity endorsement in print and media advertising in an occasional manner. For instance, in 2018 the company signed an endorsement deal with Virat Kohli, captain of India’s cricket team to serve as Uber brand ambassador in India.[5] Uber Sales Promotions Uber uses various sales promotions techniques in an integrated manner. For the largest mobility platform in the world discounts, loyalty programs, promotions, refunds, and credits provided to end-users who are not customers totalled USD…Uber Marketing Communication Mix
Tuesday, July 20, 2021
Research Methodology
Uber marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Uber marketing communication mix is aimed to associate using Uber services with cost-efficiency, effectiveness and convenience. Uber Print and Media Advertising Uber uses traditional print and media advertising sparingly, mainly concentrating on social media and word-of-mouth marketing channels. Nevertheless, the global taxi technology company still uses TV ads, newspapers and magazine ads, posters and banners in selected locations. The ride-hailing giant is known for unconventional advertising techniques. These include putting ads on drones and having them taunt drivers stuck in traffic in Mexico City.[1] Marketing campaign “Boxes” as metaphor for excessive traffic jams in Asian cities, where the ad proposes ridesharing as a key part of the solution has been praised as innovative and appealing.[2] At the same time, Uber’s use of advertising has proved to be controversial in several instances. For example, a billboard in Egypt which says “I escaped from driving my mother-in-law home 64 times” was found to be offensive by local people[3]. In France, campaign offering men free rides with ‘incredibly hot chicks’ has been criticized as sexist, resulting in an apology from Uber France.[4] Recently, the largest mobility platform in the world started advertising Uber Eats services through selected radio channels in selected locations promoting earning potential through the service. Uber also uses celebrity endorsement in print and media advertising in an occasional manner. For instance, in 2018 the company signed an endorsement deal with Virat Kohli, captain of India’s cricket team to serve as Uber brand ambassador in India.[5] Uber Sales Promotions Uber uses various sales promotions techniques in an integrated manner. For the largest mobility platform in the world discounts, loyalty programs, promotions, refunds, and credits provided to end-users who are not customers totalled USD…
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