medium vs media vehicle: The Meaning of a Marketing Vehicle


Media selection helps the advertiser to find out which type of media to be used. A marketing vehicle is a specific tool that is used to deliver an advertisement to its intended audience. This vehicle can be a page in a magazine, a flyer delivered to a mailbox, or an advertisement on the side of a city bus. A marketing vehicle can be thought of as a specific marketing channel included within a marketing medium that is used to transfer the message.


Advertising spots purchased closer to air-time tend to be more expensive. By the late 1920s, almost every U.S. radio station would play commercially sponsored programs. In the world of information, medium is a thing like a newspaper, TV, or radio that allows for dissemination of information.

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And don’t forget to have your written work proofread if you’d like more help with your word choices. If discussing means of mass communication, the correct plural is media. It covers the display material used in advertising programme. Explain the difference between media, medium and media vehicle.

The word “media” is complex because its meaning has changed dramatically over a relatively short period of time. It started out as the plural of the word “medium,” meaning “intermediate” or “middle,” and was also used to describe multiple artistic materials, including paint, clay, metal, and so on. From a marketing view point, one of the implications of this is that exposure and action advertising and transactions can be integrated. Since the medium is interactive, users of the World Wide Web play a much more active role in the communication process than users of traditional mass media. Marketing experts or consultants who work on professional basis can be consulted to suggest an appropriate medium to carry the message. These experts, on the basis of analysis of market situations in relation to products to be advertised, can recommend the suitable media.

sense of “medium”

It is thus correct to use “media” as a plural in any of these situations. Britannia ads to be shown for each 3rd umpire decision in a limited- over cricket match. Britannia ads to be shown for each 3rd umpire decision in a limited-over cricket match.

Print media is quickly becoming a thing of the past. Take newsprint for example, granted people still regularly seek out the daily news, but few people have a traditional newspaper subscription anymore. The conventional norm has become to read the new in a digital format either from a home computer on a handheld device, like a smartphone. The area covered by the medium is an important criterion. Some media are capable to cover the globe while some can cover only the limited locality.

It can take any size, shape or form permitted by the post office. It is not in direct competition with the rival’s matter. Extensive testing can be done on the product, price, appeal or other factors before the entire mailing is sent out. It gives geographic selectivity and seasonal selectivity. However, non-riders are not exposed to car-cards located inside the vehicle. Car-cards have small size and they can carry only short copy.

Alternatively, a marketing vehicle would be a specific example of a publication, radio station, website, etc. within that medium that is implemented by the advertising firm. In marketing and advertising, the term medium is used to describe the communication mechanism, such as television or radio, through which you deliver a message to a target customer audience. A media vehicle is the specific medium where your message is placed, such as a particular local radio station.

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Need a deep-dive on the concept behind this application? Learn more about this topic, marketing and related others by exploring similar questions and additional content below. The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes. Examples of physical channels, vehicles, or media are face-to-face conversations, meetings and video conferences.

Similarly, certain magazines have national and international circulation. And, the same is true with audio-visual and outdoor media. As per geographical concentration of customers, the suitable media should be selected. Television is the most common medium, but can be made more particular by selecting the special programme. Magazines are capable to appeal particular sex, age groups, or professionals.

Selection of Media and its Vehicles

’ and ‘media is answerable for all the mess’ are uttering we hear frequently. With digital marketing vehicles, this information can be tracked to find out how many users click on an online ad and then go on to purchase a product. With non-digital marketing vehicles, customer surveys or phone numbers specific to only certain marketing vehicles can be used to track conversions. However, a company should choose its marketing vehicles wisely. A vehicle must be chosen that can target the intended audience.

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However, local businesses may struggle to find a particular vehicle, or station that offers affordable TV spots. You might want to place a print ad in a local newspaper, because papers offer a more affordable alternative. However, the use of color, quality of print production, circulation and readership of a particular newspaper vehicle impacts the value you get from a placement. A media vehicle is a specific television program, digital media, newspaper, magazine, radio station, outdoor advertising location, etc., that can be employed to carry advertisements or commercials .

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Without the proper marketing vehicles, the awareness of a business and its products and services will never be spread among consumers. Costs vary greatly across marketing media and among vehicles within a given media class. A small box ad in a local newspaper might cost less than $100 per day, for instance.

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They have longer life, greater retentive value as well as reference value. We can approach particular, market segment only. However, they need advanced planning, do not facilitate repetitive advertisements.

These are usually used to reinforce messages that have been delivered through broader mass media. Billboards are comparatively expensive, but they have a very wide reach. Online or digital/interactive vehicles along with mobile communication opportunities provide low cost advertising options. Without a marketing vehicle, a company has no way to reach consumers with its advertisements. A marketing vehicle is the means through which a business physically advertises.

The medium vs media vehicle and breakdown of the audience is a critical factor in media selection. Efficiency is the primary goal in media and vehicle selection. You want to reach the largest number of people in your target audience at the most affordable cost.

In 2019, magazine advertising spending was worth an estimated $15.6 billion. It is an important criterion to choose among ad media. Reach means the number of different people exposed to a particular medium at least once during a specified time period. Mass media are capable to reach millions of people by just one exposure.

device for carrying

The vehicle with which dry colors are ground and prepared for application. A trade name for printing and writing paper of certain sizes. A substance through which an effect is transmitted from one thing to another; as, air is the common medium of sound. A privately controlled company through which an individual or organization conducts a particular kind of business, especially investment. The mean or middle term of a syllogism, that by which the extremes are brought into connection.

media, medium and media vehicle.

Naturally, advertisement appears frequently is more likely to read or attend than if it appears only once. However, repetition in case of newspapers, TV, radio, etc., depends on company’s ability to pay. However, television has limited market coverage. In addition to time costs, the costs of producing TV shows are considerable. Both radio and TV messages have no life span like the messages in printed form. In the decades that followed, the popularity of television advertising swelled along with the popularity of mass marketing.

Company’s advertising policy and approach determine which of the media should be selected. For example, if company’s policy is not to spend more money for advertisement and to offer the product at a low price, it may go for cheaper media. Company’s general and advertising objectives are the prime considerations in media selection.

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