If price is reduced by 3/10 (and the whole price is 10/10=1), the sale price is 10/10 - 3/10 = 7/10.
Let x be the sale price of the DVD
Thus, using a proportion we may see
12.95 - 1
x - 0.7
Thus, x = (12.95*0.7)/1 = 9.065
That means the sale price of the DVD is £9.065 (or £9.07).
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