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Sales promotion refers to the various short-term activities undertaken by a publisher to encourage the sale of books, journals, magazines, newspapers, educational materials, and other published products. It is an important element of the marketing function of publishing because even a well-written and professionally produced publication may not achieve commercial success unless potential readers are made aware of it and motivated to purchase it. Sales promotion differs from advertising and personal selling because it generally provides an immediate or short-term incentive to stimulate purchases. In publishing, sales promotion may be directed towards individual readers, booksellers, libraries, educational institutions, distributors, wholesalers, and other intermediaries. One of the most common methods of sales promotion in publishing is the use of discounts. Publishers may offer discounts to retailers, wholesalers, institutions, students, or direct customers. Trade discounts are particularly important because books usually pass through several distribution channels before reaching the final reader. A publisher may offer a higher discount to a bookseller for purchasing a large quantity. Consumer discounts may also be offered during special occasions, book fairs, festivals, academic sessions, or promotional campaigns. Discounts encourage customers to purchase publications at a lower price and help publishers increase sales volume. Special price offers are another important method. A _____ __________ _______ _____ ______ ____ __________ ______ ________.
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