Tim Grant, head of sales and marketing, said the fixed income market is dark and lacks liquidity.

FORBES: Delivering Transparency To Fixed Income Markets

Teams who exceed the limit - which does not cover some expenses such as driver salaries, fines, and marketing - do not face any fixed penalties, but will have their fate decided by the FIA depending on the degree of their overspend.

BBC: F1 'can survive without Ferrari'

In more jargony terms, social marketing is just great for producers with fixed costs and near zero marginal costs.

FORBES: Beware Groupon

Softbank, which also offers fixed-line broadband services, has carried out an aggressive marketing drive in recent years, starring a talking white dog that has proved popular among Japanese.

NPR: Softbank 3Q Profit Doubles On IPhone Sales

The challenge from a marketing standpoint is convincing its customers that the network has been fixed.

CNN: Is the iPhone hurting AT&T's brand?

There is no fixed formula but in our experience, restaurants spend on average 3-5% of their turnover on marketing.

BBC: NEWS | Business | The small business panel of experts