Key Records
Sales and Marketing
Observer advertisement, c1934. Image courtesy of Guardian News & Media Archive.
Examples of key research & development records and the information they hold.
Advertising material – film, artwork, copy
communication to customers: product representation
and strap lines
Direct marketing campaign literature
communications to potential customers about company
products and services
Major customer files
information about key customer
relationships
Market research & plans (internal or
company-commissioned)
information about trading environment and customer
base
Marketing plans
record of target customers, market coverage and
penetration
Merchandising planning
information on store layout and product positioning
in-store
Order books
show company clients and the product they
order
Point of sale material
communication to customers: product illustrations,
specifications
Price lists
communication to customers: product lines and
prices
Product and service catalogues, stock books, and packaging
samples
communication to customers: product illustrations,
specifications, prices
Sales figures (ledgers or summary figures)
record of sales volume and profit generation showing
areas of success and failure