Proposalwhat Kind of Media Uber's Audiences Prefer and What Kind of Messages They Find Persuasive, in Order to Make Uber's Advertising Campaign More Effective.

The research objective of this memo is to find out what kind of media Uber's audiences prefer and what kind of messages they find persuasive, in order to make Uber's advertising campaign more effective.

Uber targets younger audiences, including millennials who may not own their cars or may not want to spend their time on parking and gas. (Tadic, 2013). Under these scenarios, Uber tries to grab a share of 18-to-35 market.

There are different ways to get millennials' attention. Among them, visual platform and peer opinion are more effective. An October 2014 Student Monitor survey probed students' preferences in the media through which they learn about products and services. It showed that 48% of the students chose to believe word-of-mouth. Internet ad got more mentions than TV ads (39% vs.31%). Information on the Internet and e-mail massaging both had significant constituencies (21%). It can be noted that e-mail is not regarded as hopelessly old fashioned among young people. Moreover, A US report from comScore revealed that millennials spent a high proportion of their time online, including heavy use of mobile. From these data, it is obvious that millennials preferred getting information from the Internet (include desktop and mobile) and TV rather than traditional media like radio and magazine. At the same time, opinions from peer also influenced their purchases more than advertising.

Since millennials prefer using the Internet to get information and use it heavily, the usage of different media channel should be noticed. According to eMarketer's US Digital Users: Q1 2015 Complete Forecast, Facebook strongly leads the social networking space, with 87% of social networkers accessing the platform regularly. According to eMarketer's updated forecast, Instagram has swiftly moved into the No. 2 spot, and surpassed Twitter in audience size for the first time last year. The Pinterest and Tumblr user bases will follow in usage and, along with Instagram, will continue to grow steadily over the next few years.

Additionally, when people follow a brand on these social media channel, there are different reasons. According to fall 2014 research by the University of Massachusetts Dartmouth Center for Marketing Research, most of the millenials followed the brand in order to receive regular update from brands and to get a coupon or discount, cited by 85%. The survey also showed that nearly 80% millenials interested in supporting brands they liked. Beyond loyalty and discounts,

...