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Home→The Westburn Dictionary of Marketing→V→vehicle effect

vehicle effect

Definition:
The perceived influence on the recipient of a communications message attributable to the MEDIA VEHICLE used, as opposed to the message content itself. It can be demonstrated that the perception of, or response to, ADVERTISEMENTS and editorial copy are dependent upon matching not only the TARGET MARKET, but also the target's impression of the image of the media vehicle itself. This is particularly relevant as between one newspaper or journal and another, or between one radio or television station and another.

Cross-References:
[target market] [advertisement, advert, ad] [media vehicle]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Ken N. Bernard], [1998].