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广告是推广品牌的最重要手段之一。 它可以增加品牌的知名度，和在很短时间内建立起品牌形象和声誉。 它还可以加强消费者对品牌的记忆，引导和激发他们的需求和消费。 由于这些原因，导致品牌愿意花大笔钱在广告上。 广告的内容和时间可以很容易地改变、控制，推广的方法是相当灵活。
有许多不同类型的广告媒体，都有各自的效果（如图3所显示）。 企业应根据自己的需要来选择适合的广告媒体，正因为中小企业资源有限，选择具有成本效益的媒体就显得尤为重要。 不同的媒体有不同的特点。 举例来说，电视广告，组合了图像和声音，是最有影响力的媒体。 但是，由于电视广告不能被保留，且制作复杂昂贵，故此更适合于大型企业。 相比之下，在运输工具卖广告更适合中小企业，因为它的覆盖范围广，制作简单且便宜。 至于直接邮寄，必须注意不要过度使用这媒体，因为它可以很容易引起客户的反感，影响品牌形象。
~~~~~纯人手翻译，欢迎采纳~~~~~
原文如下：
Advertising is one of the most important means of promotion for brands. It can increase brand awareness and build up brand image and reputation within a short time. It can also reinforce consumers' memory of the brand and guide or stimulate their demand and consumption. For these reasons, leading brands are willing to spend large sums of money on advertising. The content and timing of advertisements are easy to change and control and the methods of promotion are quite flexible.
There are many different types of advertising media, each with its own effects (as Table 3 shows). Enterprises should choose their advertising media according to their own needs, and it is particularly important for SMEs with limited resources to choose media that are cost effective. Different media have different characteristics. For instance, TV advertising, combining sound with image, is the most influential of all media. However, since TV commercials cannot be preserved and are complicated and costly to produce, they are more suitable for large enterprises. By comparison, advertising on means of transport is more suitable for SMEs as it has a wide coverage and is simple and inexpensive to produce. As for direct mailing, care must be taken not to make excessive use of this media as it can easily arouse customers' resentment and affect the brand image.
有许多不同类型的广告媒体，都有各自的效果（如图3所显示）。 企业应根据自己的需要来选择适合的广告媒体，正因为中小企业资源有限，选择具有成本效益的媒体就显得尤为重要。 不同的媒体有不同的特点。 举例来说，电视广告，组合了图像和声音，是最有影响力的媒体。 但是，由于电视广告不能被保留，且制作复杂昂贵，故此更适合于大型企业。 相比之下，在运输工具卖广告更适合中小企业，因为它的覆盖范围广，制作简单且便宜。 至于直接邮寄，必须注意不要过度使用这媒体，因为它可以很容易引起客户的反感，影响品牌形象。
~~~~~纯人手翻译，欢迎采纳~~~~~
原文如下：
Advertising is one of the most important means of promotion for brands. It can increase brand awareness and build up brand image and reputation within a short time. It can also reinforce consumers' memory of the brand and guide or stimulate their demand and consumption. For these reasons, leading brands are willing to spend large sums of money on advertising. The content and timing of advertisements are easy to change and control and the methods of promotion are quite flexible.
There are many different types of advertising media, each with its own effects (as Table 3 shows). Enterprises should choose their advertising media according to their own needs, and it is particularly important for SMEs with limited resources to choose media that are cost effective. Different media have different characteristics. For instance, TV advertising, combining sound with image, is the most influential of all media. However, since TV commercials cannot be preserved and are complicated and costly to produce, they are more suitable for large enterprises. By comparison, advertising on means of transport is more suitable for SMEs as it has a wide coverage and is simple and inexpensive to produce. As for direct mailing, care must be taken not to make excessive use of this media as it can easily arouse customers' resentment and affect the brand image.
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