For most China Book Printing books, the high cost of advertising in the press, magazines, or on television or radio, or by poster would not be recouped by the sales generated. It has to be used very selectively, and short-lived, large-scale consumer advertising is restricted to major consumer books. The large publishers spend most of their budget on press and outdoor advertising, especially adverts on the London Underground and buses. Although its effectiveness is intangible, it encourages the book trade to buy and display the book and pleases authors and agents.
Eye-catching material-posters, display kits, copy holders, presenters, brochures, badges etc.It is designed to focus booksellers' and readers' attention on major books, series or brand imprints; to make shops more enticing; and to capture display space both at home and abroad. Produced mainly for consumer books (but sometimes for major reference books and textbooks), most is declined or thrown away by booksellers. Nevertheless, it shows the publisher' s commitment to the book and assists advance selling to the book trade and customers abroad. Sometimes a publisher may provide major retailers with spinners or special shelving for a series, but books are usually displayed on tables or standard shelving in the larger shops.