1 Is twitter a medium or a media vehicle explain your answer

1. Is twitter a medium or a media vehicle? explain your answer

2. What role can media play in engaging consumers with advertising messages?

Solution

Answer: (1) In marketing terminology, the term Medium refers to the general media class like television, radio, internet and so on. On the other hand the term media vehicle is a specific TV channel like CNN or a particular radio station or an online app through which the marketing message is transferred. Twitter therefore is a media vehicle as it is a specific online app used for exchanging information.

(2) Each media has its own characteristics and allows communicating and engaging with the audiences in a different way. Like the print media only allows messaging in which the audiences are passive receiver of information. While on the other hand internet enables an active two way interaction between the sender and the receiver. Therefore the internet as a media is more interactive and engaging as compared to the print advertising and T.V advertising. This explains that the media can play a big role in engaging the audiences by the nature of the communication it facilitates.