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Definition: Vehicle

The medium is the general category of available delivery systems which includes broadcast medium (like television and radio) and print medium (like magazines and newspapers). The media vehicle is the specific carrier within the medium.

For example, television is the medium whereas “F.R.I.E.N.D.S” is the media vehicle.

Each vehicle has its own advantages and disadvantages, and media planners must take specific decisions as to the value of each in delivering the message.


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