Marketing and Promotion

  • Advertising

  • Market Research

    • Using a Market Research Questionnaire

      This factsheet outlines the most common methods of using questionnaires to gather market information, what types of questions can be asked and what styles of questionnaire there are. It also includes hints and tips and sources of further information...

    • A Guide to Sources of Market Information and Statistics

      This factsheet provides an overview of some of the main sources of market information and statistical data available and how to access them...

    • An Introduction to Researching Your Competitors

      This factsheet explains how to identify and research information about your competitors and their activities. It outlines the type of information you should find out about your rivals and gives examples of some useful sources. The factsheet covers researching company and financial information, using online tracking and benchmarking tools, and carrying out sector-specific and personal research...

    • A Checklist for Start Up Market Research

      This checklist will help you consider the types of questions your market research should address and suggests some tasks that will get you started with your research...

    • A Guide to Information and Resources in Business Reference Libraries

      This factsheet provides information about some of the key resources available in most public libraries, both locally and nationally...

    • Business Guidance from Regulators and Government Agencies

      This factsheet lists the main UK Government and regulatory websites aimed at business owners, and highlights the principal features of each...

  • Marketing

    • A Guide to Getting a Press Release Published

      This factsheet explains some of the key principles involved in preparing, writing and submitting effective press releases to the news media. It includes ideas for the type of news stories most likely to be covered, and identifies some of the pitfalls involved when writing and submitting releases...

    • Developing a Marketing Plan

      This factsheet explains how to write a marketing plan, what you should include in your plan and how to monitor and review your marketing performance. It should be used in conjunction with BIF 392, A Guide to Creating a Marketing Strategy for Your Business...

    • A Checklist for Exhibiting at Trade Fairs and Exhibitions

      This factsheet provides checklists to help assess the costs and plan for exhibiting at a trade fair. It offers guidance on how to get the most from being present at the exhibition, and how to follow up with prospective new customers after the event...

    • The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code)

      This factsheet provides an introduction to the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code), explains what happens if it is breached and provides sources of further information...

    • Multi-level Marketing Schemes

      This factsheet is aimed at anyone considering joining a multi-level marketing (MLM) scheme as a distributor. It explains how the MLM process works and provides guidance about relevant regulations. It also provides information about how to operate successfully as a distributor in an MLM network...

    • Profiling Your Target Market

      This factsheet provides an introduction to profiling your target market and customers and explains the importance of fully understanding their needs. It also includes hints and tips and sources of further information...

    • A Guide to the Telephone Preference Services

      This factsheet explains what the Telephone Preference Service (TPS), the Corporate Telephone Preference Service (CTPS) and the Fax Preference Service (FPS) provide, how they work, and what organisations must do to comply with their rules...

    • A Guide to Creating a Business Logo

      This factsheet explains the process of creating a business logo and provides suggestions about what to look for when choosing the designs, colours and text that are right for your business. It also explains the legal restrictions relating to using logos and highlights some of the online resources available to help you create your logo...

    • A Guide to Creating a Marketing Strategy

      This factsheet explains the importance of having a marketing strategy, and how to use it properly to maximise the success of a business. It also includes hints and tips, and sources of further information...

    • A Guide to Setting up an Affiliate Marketing Programme

      This factsheet explains how affiliate marketing works and looks at some practical examples. It describes how to set up an affiliate marketing programme and includes hints and tips and sources of further information...

    • A Guide to Advertising Hotels, Guest Houses or Bed and Breakfast Accommodation Online

      This factsheet introduces the main types of online listings and gives examples of some popular websites where you can advertise your hotel, guest house or bed and breakfast (B&B) accommodation...