广告是一种向目标客群传达有关产品与服务信息有效的方式。由于广告属于付费的推广形式，因此必须确保能给企业带来有意义且明确的成效。

Advertising is an effective way to communicate with your audience about your products and services. It is a paid form of promotion, so it needs to deliver meaningful, clear results.

广告的种类

了解可用的广告渠道，有助于您为企业做出正确的营销决策。一个成功的广告活动能够：

提升企业与产品的知名度
吸引客户
促进销售

无论您是希望吸引新客户购买现有产品，或是推出新产品，只要能在合适的环境中运用恰当的创意工具（如图片、影片或其他广告形式），您的品牌就更有机会脱颖而出。

常见的广告与促销形式：

印刷媒体：报纸、杂志、目录、宣传册
电子媒体：网站、电子邮件、社交媒体
音讯媒体：广播、Spotify、串流平台
视觉媒体：电视、电影院广告
静态与户外媒体：公车、汽车、计程车、广告招牌、建筑物、标志、服饰、周边商品
赞助活动：体育与社区组织、活动、公益事业

通过多元渠道的组合运用，往往能获得最佳效果。针对每一种广告形式，请考量以下因素：

潜在触及范围
成本（包括媒体费用、创意设计与制作费用）
行动呼吁（您希望客群回应的方式）

Types of advertising

Understanding available advertising channels will help you make the right decisions for your business. A successful advertising campaign will:

increase awareness of your business and products
attract customers
generate sales.

Whether you're encouraging new customers to buy one of your existing products or are launching a new product, your brand is more likely to stand out if you use the right creative tool (images, video, or other advertising formats) in the right environment.

Forms of advertising and promotion:

Print media: Newspapers, magazines, directories, brochures
Electronic media: Websites, emails, social media
Audio media: Radio, Spotify, Streaming
Visual media: TV, movie theatres
Static and outdoor media: Busses, cars, taxis, billboards, buildings, signs, clothing, merchandise
Sponsorship: Sporting and community organisations, events, philanthropy

You may find that you get the best results by using a combination of channels. For each advertising type, consider the:

potential reach
cost (media, creative and production)
call to action (how you want people to respond).

广告的效益

广告能够协助您达成营销目标。它是一种强而有力且高效的工具，能帮助企业：

提升品牌能见度
让客群了解您的品牌与产品
促使客群采取行动
达成成果

广告的核心在于「传达讯息」，通过讲述与推广品牌故事，让人们认识、信任并记住您的品牌。

广告能藉由文字、声音与影像建立情感连结，超越单纯的功能性与理性诉求。

Benefits of advertising

Advertising can help you achieve your marketing objectives. It's a powerful and effective way for your business to:

get noticed
be understood
stimulate action
achieve an outcome.

Advertising is about 'spreading the word.' It's about telling and selling the story so people know, trust and remember your brand.

Through words, sounds and images, advertising can connect on an emotional level, beyond purely functional and rational benefits.

关键在于您说的是什么、如何表达，以及让人产生什么样的感受。

It's what you say, how you say it and how you make people feel.

社群媒体与网际网路的兴起

尽管面临部分政府监管与政策挑战，社交媒体和网际网络产业仍持续快速成长。商业数位化的进程带来了革命性变化，尤其体现在产品与服务的广告与推广方式上。微型与小型企业在很大程度上仰赖社群媒体、网站及电子邮件等线上推广渠道。

The rise of social media and the internet

Despite some government and regulatory challenges there is still relentless growth of the industry. The digitisation of business is revolutionary, most notably in advertising and promotion of products and services. Micro and small businesses rely heavily on online promotion through social media, websites and emails.

口碑营销

口碑营销是指客户向朋友、同事或邻居称赞您的企业，使他们成为替您宣传的「活招牌」。对你的产品或服务感到满意的客户主动为您介绍生意，而您无需花费任何费用。

口碑的根本仍源自于良好的客户服务，因此企业必须在销售前、销售中与销售后各阶段投入心力经营。当企业达到、甚至超越客户期望时，他们就更有可能主动向他人推荐您的企业。

因此，必须重视以下几点：

客户是如何认识我们的
我们如何回馈忠诚顾客
我们如何奖励转介推荐

Word of mouth

Word of mouth refers to a customer speaking well of your business to a friend, colleague, neighbour so that they are walking advertisements for you. Satisfied customers are referring business to you and you haven't paid a cent for it. It is always derived back to customer service, so we invest in that before, during and after the sale. When we've met expectations and exceeded those expectations, then customers are more likely to refer people to our business.

So it is important to consider:

How our customers hear about us.
How we reward our loyal customers.
How we reward referrals.

广告法规

在开始任何广告活动之前，必须了解与广告相关的法律与法规。在广告中误导公众有关产品或服务的信息是违法行为。

广告必须让客户获得完整而真实的信息。

内容必须真实可靠
所有折扣活动都必须属实
整体印象不得具有误导性

若广告内容给人误导性的整体印象，例如在价格、价值或品质方面出现偏差，则可能触犯法律。不能以细则或免责声明作为掩饰误导行为的借口。

资料来源：昆士兰商业局网站

Advertising regulations

Before you start, you need to understand the laws and regulations associated with advertising. It's illegal to mislead the public when advertising your products and services.

Your advertising must always provide customers with the 'whole picture'.

It must be factual.
All discounts must be genuine.
The overall impression must not be misleading.

If your advertising creates a misleading overall impression, it's likely to break the law. This could be about the price, value or quality. You cannot rely on small print and disclaimers as an excuse for deceptive conduct.

Source: Business Queensland website