廣告是一種向目標客群傳達有關產品與服務資訊有效的方式。由於廣告屬於付費的推廣形式，因此必須確保能給企業帶來有意義且明確的成效。

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.

廣告的種類

了解可用的廣告渠道，有助於您為企業做出正確的行銷決策。一個成功的廣告活動能夠：

提升企業與產品的知名度
吸引客戶
促進銷售

無論您是希望吸引新客戶購買現有產品，或是推出新產品，只要能在合適的環境中運用恰當的創意工具（如圖片、影片或其他廣告形式），您的品牌就更有機會脫穎而出。

常見的廣告與促銷形式：

印刷媒體：報紙、雜誌、目錄、宣傳冊
電子媒體：網站、電子郵件、社交媒體
音訊媒體：廣播、Spotify、串流平台
視覺媒體：電視、電影院廣告
靜態與戶外媒體：公車、汽車、計程車、廣告招牌、建築物、標誌、服飾、周邊商品
贊助活動：體育與社區組織、活動、公益事業

透過多元渠道的組合運用，往往能獲得最佳效果。針對每一種廣告形式，請考量以下因素：

潛在觸及範圍
成本（包括媒體費用、創意設計與製作費用）
行動呼籲（您希望客群回應的方式）

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).

廣告的效益

廣告能夠協助您達成行銷目標。它是一種強而有力且高效的工具，能幫助企業：

提升品牌能見度
讓客群了解您的品牌與產品
促使客群採取行動
達成成果

廣告的核心在於「傳達訊息」，透過講述與推廣品牌故事，讓人們認識、信任並記住您的品牌。

廣告能藉由文字、聲音與影像建立情感連結，超越單純的功能性與理性訴求。

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.

關鍵在於您說的是什麼、如何表達，以及讓人產生什麼樣的感受。

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

社交媒體與網際網路的興起

儘管面臨部分政府監管與政策挑戰，社交媒體和網際網絡產業仍持續快速成長。商業數位化的進程帶來了革命性變化，尤其體現在產品與服務的廣告與推廣方式上。微型與小型企業在很大程度上仰賴社群媒體、網站及電子郵件等線上推廣渠道。

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.

口碑行銷

口碑行銷是指客戶向朋友、同事或鄰居稱讚您的企業，使他們成為替您宣傳的「活招牌」。對你的產品或服務感到滿意的客戶主動為您介紹生意，而您無需花費任何費用。

口碑的根本仍源自於良好的客戶服務，因此企業必須在銷售前、銷售中與銷售後各階段投入心力經營。當企業達到、甚至超越客戶期望時，他們就更有可能主動向他人推薦您的企業。

因此，必須重視以下幾點：

客戶是如何認識我們的
我們如何回饋忠誠顧客
我們如何獎勵轉介推薦

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.

廣告法規

在開始任何廣告活動之前，必須了解與廣告相關的法律與法規。在廣告中誤導公眾有關產品或服務的資訊是違法行為。

廣告必須讓客戶獲得完整而真實的資訊。

內容必須真實可靠
所有折扣活動都必須屬實
整體印象不得具有誤導性

若廣告內容給人誤導性的整體印象，例如在價格、價值或品質方面出現偏差，則可能觸犯法律。不能以細則或免責聲明作為掩飾誤導行為的藉口。

資料來源：昆士蘭商業局網站

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