Dictionary of Marketing Terms: vehicle
vehicle
Advertising:specific medium for advertising, such as Time magazine, rather than the magazine medium in general.
Printing:base solution from which ink is produced. Pigments are added to the vehicle to give it color. The vehicle determines other ink properties such as tack, gloss, resistance to wear, and drying speed. There are a variety of synthetic and natural substances used in vehicles, and there may be more than one vehicle in a particular ink, lending it different characteristics. See also varnish.
