What is advertising

Advertising is a marketing activity that can help you to reach out to potential customers and encourage them to buy your products or services. While advertising is usually a paid promotion done through print, visual or digital channels, there are also free or low cost options.

The purpose of advertising is to market and promote your business to:

  • create awareness of your products and services
  • communicate information about your business
  • educate your audience
  • enhance sales
  • create demand for your business.

Benefits of advertising

A successful advertising campaign can provide a range of benefits for your business and your customers, including:

  • increased sales
  • enhanced brand recognition
  • increased customer reach
  • educating your customers
  • repeat sales
  • giving your business a competitive advantage.

What to include in your advertisements

For your advertising to be successful you need to set yourself apart from your competitors and grab your audience's attention. Identify your target market and tailor your message to connect with those customers.

When creating your ad:

  • use a powerful headline
  • tailor your message to suit your target audience
  • talk about the benefits of your products or services
  • have a call-to-action for the audience to take
  • use exciting images and testimonials if relevant
  • always deliver on what you promise.

Types of advertising

With a range of media choices, finding the best advertising mix for your business can be challenging. The advertising you choose should depend on:

  • your business
  • your budget
  • the types of media your target audience accesses.

If your audience is mainly elderly customers, you should focus your advertising campaign on traditional media such as their local newspaper or radio station. To target the younger generation, you will likely have more success with digital advertising such as blogs, apps and social media.

Traditional media

Traditional media sends messages in one direction to a mass audience. It includes:

  • television ads
  • radio advertising
  • print advertising
  • cinema advertising
  • billboards and off-site signs
  • banner ads
  • mail order advertisements
  • cold calling
  • door-to-door sales
  • transit advertising

In the past, traditional advertising was the only way to spread your message. With newer media types now available, you can also focus your efforts on your ideal buyer and build a community around your product or service.

Digital advertising

Digital advertising is a popular form of online advertising for businesses. Digital channels (digital media types) allow you to reach your core customers in creative new ways, allowing customers to engage with you and your brand in a two-way format.

Digital advertising also allows you to reach a larger target audience, including customers all over the world. With digital advertising, you can:

  • track your customers
  • analyse their buying behaviour
  • customise your message to their preferences.

Types of digital advertising include:

  • online advertising, such as retargeting, website banner ads, display ads, keywords, native, video
  • online streaming, such as radio and television
  • social media advertising
  • mobile app advertising
  • email marketing.

While the internet is a powerful medium, you can benefit from using a mix of traditional and new media to reach your target market.

Advertising therapeutic goods

Advertisements to consumers for therapeutic goods (including medicines, medical devices, diagnostics and digital health technology) are subject to the requirements of the therapeutic goods legislation, including:

The Code sets the requirements advertisers must meet to ensure advertising for therapeutic goods is socially responsible and does not mislead or deceive the consumer.

Advertisements also need to comply with other relevant laws, such as the Competition and Consumer Act 2010. Before you advertise therapeutic goods, it is your responsibility to understand the legislative requirements.

Use the Is my product a therapeutic good? decision tool to help you identify whether your product is a therapeutic good and falls under the legislation.

Check out Therapeutic Goods Administration advertising hub.

Watch the SME assist video on Advertising to help you understand the advertising requirements of therapeutic goods.

Read next

Understand more about marketing and your legal obligations.

Follow our steps to marketing your business.