Advertise your business
Advertising is a way to promote your products or services to customers. Understand the main types of advertising, what to include in your ads and how to follow the law.
Benefits of advertising
Advertising can help you:
- reach more customers
- encourage people to buy your products or services
- build awareness of your business and brand
- share information about your business
- get an advantage over your competitors.
What to include in your ads
A good ad grabs your audience's attention and sets you apart from your competitors.
To create an effective ad:
- identify your target market
- tailor your message for those customers
- use a powerful headline or slogan
- talk about the benefits of your products or services – how will they solve a problem for your customer or make their life better?
- have a call to action – what do you want your audience to do next?
- use images and testimonials if relevant
- make sure you can do what the ad promises.
Types of advertising
There are many advertising types and channels. These are usually split into digital and traditional advertising.
Digital advertising
Digital advertising refers to online ads. It helps you:
- reach your audience anywhere in the world, 24 hours a day
- have a two-way conversation with customers
- build a community around your products or services.
Digital advertising also gives you a lot of data about your customers. This means you can:
- track your customers
- analyse their buying behaviour
- customise your ads for them.
Options for digital ads include:
- social media
- mobile apps
- search engine marketing
- email marketing
- website banner ads.
Traditional advertising
Traditional advertising refers to ads that appear offline. It includes:
- TV and radio
- print (for example, in magazines read by your target audience)
- cinema advertising
- billboards and posters
- public transport ads.
Choosing the right ad type
Finding the right ad type for your business can be challenging. Sometimes a mix of ad types can be best.
Choose your advertising type based on:
- your business, products and services
- your budget
- the media channels your target audience prefers.
For example, social media is an affordable way to advertise, but different age groups use it differently. Make sure your target audience actually uses your ad platform.
Following the law when advertising
Australia has laws and regulations for advertising. Knowing and following the law will help you avoid severe penalties.
Therapeutic goods include medicines, medical devices, diagnostics and digital health technology.
Consumer ads for these products must obey therapeutic goods legislation, including the:
The Code sets requirements for advertising therapeutic goods in a way that:
- is socially responsible
- does not mislead or deceive the consumer.
Ads for therapeutic goods need to comply with other laws, such as the Competition and Consumer Act 2010.
The Therapeutic Goods Administration has more information on how to advertise therapeutic goods.
When promoting products or services, you must make sure any branding, statement, quote or other representation is not false or misleading.
Component pricing means advertising the price of a product or service in separate parts. For example, displaying the price of a car but listing additional on-road costs separately.
If you advertise using component pricing, you must also show the full price (including additional costs) more prominently.
Bait advertising means advertising a product at a certain price when you don’t have a reasonable supply of that product.
It's illegal to sell a product knowing you can’t meet demand.
Bill posting means attaching a poster, brochure or other promotional material to a public property.
Some states and territories have designated locations for bill posters. Others require a permit.
Find out if you need a permit through the Australian Business Licence Information Service (ABLIS).
Handing out brochures, flyers or promotional materials on public property usually requires a permit from your state or territory government. You can get a permit form from ABLIS.
Under state environment protection laws, it may be illegal to place advertising material on a vehicle.
Using or playing music
If you want to use music in an ad or in your business, you need to licence it from the copyright holder.
The easiest way to get a license is through the Australasian Performing Right Association Limited (APRA) and Australasian Mechanical Copyright Owners Society Limited (AMCOS).
To find out more visit the APRA AMCOS website.
When you advertise the price of a product or service, you must make sure you display the price clearly and accurately.
Read more on developing a pricing strategy and displaying prices.
Signage includes A-frames, sandwich boards and permanent signs on buildings, footpaths or roads.
Your state or territory government regulates signage. You need to apply for a permit to erect a sign. Sometimes you may also need public liability insurance.
Download a permit form from your state or territory government through ABLIS.
If you’re sending advertising material by email or text message, you need to comply with the Spam Act 2003.
Under the Act it's illegal to send unsolicited commercial electronic messages without consent.
Find out more about promoting your business by email or text messages.
Spruiking is when someone promotes products or services to passers-by (for example, with a microphone).
State and territory governments regulate spruiking, and you may need a permit. Find out if you need a permit on ABLIS.
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