Definition: Media Vehicle
A media vehicle
refers to a specific method of media chosen by a business to deliver
advertising messages to its target audience. The first step is to pick a
suitable media class, that is, a general category of media, like radio,
television, the Internet, newspapers or magazines. This is followed by
selection of the right media vehicle, such as a specific radio station,
television channel, online website or print publication. The aim is to reach
the target consumer group and receive a good response to the advertising
messages from the group.
The different
kinds of media vehicles have been explained below:
a. Broadcast
Vehicles: This includes television and radio stations. Such vehicles can be
used to target mass audiences, and the cost per target is low. They are more
effective than print media as the ads include audio and video. They can be
effectively used for low involvement products because of short ad durations and
lack of excessive detail-sharing. Television vehicles in India include networks
such as STAR India, Network 18, Zee Network, UTV and so on. Sometimes, small
businesses can not afford to advertise on national networks, and so they often
associate themselves with local network affiliate stations, or radio vehicles.
b. Print
Vehicles: Newspapers are also feasible for small businesses owing to
relatively low ad costs. Both national newspapers and community newspapers
(that can reach a local audience) are good options. Magazines are not quite as
accessible for small businesses as they cater to a niche audience and cost per
target is therefore high. However, some regions have local magazines that offer
community events, entertainment and themed topics.
c. Digital
Vehicles and Others: Online or digital/interactive vehicles along with
mobile communication opportunities provide low cost advertising options. Other
supportive media vehicles include directories, buses, billboards and benches.
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.
No comments:
Post a Comment