In addition to personnel promotion methods, there are also non-personnel promotion methods, which is the focus of this paper. Non-personnel promotion includes advertising, public relations and business promotion. 1. Advertising is a means to inform enterprises and consumers through the media. The role of advertising can implant the brand of publishing house and book brand into readers' memory. Every consumer has a lot of daily work, so it is impossible to know all about the events in the book industry. The same is true of good books. Many readers gain book knowledge through various media propaganda. A. There are three main types of people who advertise books in advertising target publishing houses. Book wholesalers, retailers and consumers. A. Wholesalers Book wholesalers are an important part of book distribution. Publishers can publish information and communicate through professional books and newspapers. Recently, some free periodical books and information have appeared, which are also aimed at wholesalers. Although it is now free of charge, it is likely to become a medium of business behavior with its growing influence in the hearts of wholesalers. However, many book wholesalers get the information of books through such newspapers and periodicals, and then contact the publishing house. In practice, it can be said that publishing information on such media will get better results. B. Retailers Retailers are the advertising targets that publishers often ignore when doing publicity. Not the wholesaler knows whether the book sells well or not. In the past, our publishing house was dominated by wholesalers. The judgment of the wholesaler is obtained through the publicity of the publishing house. If publishers exaggerate, wholesalers may be taken in. The information of retailers comes from wholesalers, readers and some media. Convince them that this information is accurate. It is they who look for wholesalers to purchase goods and make the market active. Therefore, for retailers, advertising is a link that cannot be ignored. C consumers, the final consumers, are the low-end targets of advertisements and the key to the success of book distribution. An advertisement that does not advertise readers is an unsuccessful advertisement. Readers are blind. In the past, readers always read by friends. Now everyone's work pace is accelerating, and the former leisure time is gone forever. It is difficult for friends to talk about the books they have read recently when they meet. The reduction of information channels makes it necessary for book advertisements to spread through the media. Many readers learn about books by watching TV, reading newspapers, internet and other media. Therefore, it is best to inform consumers that important books or sets of books must be advertised through the media. B. Publishers' brand image promotion is an advertisement. One is to promote the brand image of publishers. Long-term advertising, coupled with the excellent publications of the publishing house, has made readers trust and loyal to this publishing house. Therefore, the brand image publicity of publishing houses is essential. C. publicity before and after book publication. Advertising is necessary for the promotion of books, especially key books, possibly best-selling books and sets of books. The investment in advertising is in direct proportion to the expected circulation of these books. Book advertisements can be divided into pre-publication publicity and post-publication publicity. Some focus on the former, some focus on the latter, and some are full-time publicity. It depends on the kind of books and market acceptance. The publicity of Harry Potter was focused on before its publication, which was related to Warner's global marketing. In fact, many media paid attention to this matter, and as a result, People's Literature Publishing House took advantage of the situation and got good results. There are also books that put publicity after publication. Like some famous books, such as Zhao Zhongxiang's Random Thoughts of the Years, there was not much hype before publication. However, after the publication of the book, Zhao Zhongxiang went to more than 40 cities to sign books and give speeches in some places. Further discussion on the tracing of pirated books led to the final circulation of the book exceeding 6.5438+0 million copies. There are also books that are publicized throughout the publishing process, such as The Horse Whisperer and Review. Inform readers in advance in the early stage of publication, give lectures in various cities in the middle stage of publication, release news, and organize experts to conduct in-depth criticism and discussion on a certain issue in the book in the later stage of publication, so as to attract the attention of the society and eventually the readers. In book promotion, some excellent planners pay attention to the introduction and speculation of concepts. For example, the original book "Revolution of Learning" has a total circulation, and Kelihua repackaged itself. The concept of hype is "changing a child's life". This concept can make every parent tempted. Believe it or not, our parents all have this mentality. They lack self-confidence in their children's education and are more willing to believe in their own secrets of success. This concept is very helpful to improve the level of book marketing. Relay Press recently published a bestseller of American children's literature, Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose. This thrilling book is almost a household name in America. Americans emphasize "safe adventure", while Relay Press compares it to a roller coaster, emphasizing the concept of "book for the brave". This has a good effect on the guidance of the book market and avoids the possibility that similar books will be attacked by the society as soon as they are published in the past. D. Selection of image, text and sound advertisements At present, most of our publishing houses choose paper media when advertising. Newspapers, periodicals, posters, etc. Some publishers choose other media for publicity. For example, advertising on TV media, if appropriate, can make readers feel directly in a very short time, resulting in amplification effect. The revolution in learning is an example. Kelihua Company advertised on TV and publicized widely, which created a miracle of China's book industry. From the choice of media, we must advertise in relevant media according to the types of books, such as children's books. It is more appropriate to advertise in the big windmill column of TV, and it is more rewarding to publish in newspapers such as China Youth Daily. 2. Public * * * Relationship A. Improve the brand image of the publishing house and its position in the public mind through public relations activities. Like a quiz. Award-winning question and answer is a shortcut to improve the brand of publishing house. Especially when a new publishing house was born. B. The development of the relationship between the public and bookstores is conducive to the understanding between publishers and bookstores, and strengthens the feelings between social shops; Keep the sales channels open. All kinds of activities can be carried out around the theme of communication. 3. Business Promotion A friend told me that I often buy periodicals and take a fancy to the little things in them. He showed me a small writing paper with a plane pattern printed on it, but it was a cartoon image. The periodical said to send a stationery, but the periodical seller said it was gone. He had a quarrel with the periodical seller for this manuscript paper. But this manuscript paper is useless so far and is not suitable for him. But he thought it was worth it when he bought it. It should be said that this periodical has done a good job in business promotion. A: Although discounts and discounts seem to say the same thing, they are very different. Discount means making profits openly, and discount means that the product is not discounted, but there is a time limit or object limit. Especially for branded products, discounts are more attractive. The same is true of books. The Disney series and discount packages published by Tongqu Publishing House are very attractive. B. Cumulative rewards Cumulative rewards are another way to promote books. Especially in the mail order department of publishing houses, this method is often used. The advantage is to cultivate readers' loyalty. Let readers become long-term customers of publishing houses. Giving gifts is the most common form of book or periodical promotion. Put a unique bookmark in the book. Some publications give coasters, posters or other articles their own periodical names. In short, this idea is based on readers' pursuit of more goods. D. book club book club originally refers to a book club like Bertelsmann. This book club has many activities, such as lectures and exchanges, as well as many preferential policies and after-sales services, which are very attractive to members. E. reading activities reading activities are a good form of promotion. At present, there are two major reading activities for young readers in China, mainly organized by China Youth Publishing House and Capital Publishing House, with a circulation of several million copies. 4. Other promotion methods What we want to discuss here is not only the promotion of publishing houses. There are actually three-dimensional ways to promote books around the plane. Warner Company of the United States fully mobilized all social strata in its promotion. For example, when they promoted the packaging of Harry Potter, they used the offensive of the film to make a big fuss. The most surprising thing is that by authorizing the image of Harry Potter, they made the image of Harry Potter appear on Coca-Cola cans in China market, and it was 1 100 million cans. The interaction between various image commodities can play a multiplier effect several times. The same is true of Japanese comics. As long as an anime image is recognized by readers, publications, books, comics, video games, VCD, food and articles authorized by the image, etc. , everywhere. Naturally, such a hot sale is a great stimulus to the circulation of books.