A marketing vehicle is a specific tool for delivering your advertisement to a target audience. They are particular channels within a medium that you use to get your message across.
Marketing vehicles are contained within marketing mediums. Whereas a medium is the general method of communication, such as radio, magazines, or social media websites, a vehicle would be the specific station, publication, or website that you advertise with.
Why does a marketing vehicle matter to marketers?
Without marketing vehicles, there would be no way for businesses to ensure their marketing messages and advertisements reach consumers.
Because marketing vehicles are the physical means by which companies advertise, spreading awareness of a business amongst consumers would be virtually impossible without these vehicles. There are numerous mediums companies can use to disseminate their marketing messages, and there are even more vehicles that exist.
Strategy is required when choosing vehicles, because some vehicles within a medium might be more costly than others. For example, showing an ad on a popular, heavily watched television station might cost marketers more than showing an ad on a less popular, less watched station.
The effect of marketing vehicles can be compounded if research is done to find the specific vehicles that a company’s target audience interacts with.