The Product Media

AGO views products as a tool for communication. It is a means by which a sender can deliver a message to a recipient. To us the communication aspect of a product is more important than the utility or physical traits of the product. This approach has revealed previously un-thought -of possibilities for companies to communicate efficiently with their target groups.

Physical products are especially well suited as a communication media for the following reasons:

1. Added value is created in connection with the message due to its practical use.
2. A physical product's traits can be manipulated in more ways than just visually in order to enhance the message. For example, texture, materials, form can all be altered in order to strengthen and align the communications message further.
3. Messages have a longer exposure time compared to mere visual and audio medias. For example, a bag may be used for years while a newspaper ad is often thrown away after one exposure.
4. The initial investment and start-up costs are very limited.
5. The actual costs for products can be distributed to those units / individuals using the media.