Marketing Communications

CHAPTER 14 Exhibitions and trade fairs CHAPTER OBJECTIVES This chapter will help you to: z Understand the role of exhibitions an ...

TYPES OF EXHIBITIONS AND TRADE FAIRS 459 Introduction An exhibition or trade fair is a place where manufacturers and retailers o ...

460 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS from diff erent industries. Companies selling chemical components may participate in ...

THE ROLE OF EXHIBITIONS IN MARKETING COMMUNICATIONS 461 The role of exhibitions in marketing communications Like direct marketin ...

462 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS In business-to-business markets, trade shows represent a large part of the marketing ...

OBJECTIVES AND TARGET GROUPS 463 and new applications may be discovered in that way. For instance, Nivea for Men used an exhibit ...

464 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS New companies can take off quickly in a market by immediately marketing their product ...

OBJECTIVES AND TARGET GROUPS 465 decided to reposition the fair for a younger public by changing the activities and offerings at ...

466 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS salespeople in luxury hotels etc. are used as an incentive to enhance personnel moral ...

OBJECTIVES AND TARGET GROUPS 467 were discarded and the stand was divided into zones by changes in colour, furniture, textures a ...

468 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS Planning an exhibition Th e success of participating in an exhibition is highly deter ...

PLANNING AN EXHIBITION 469 z Reach of the exhibition or trade fairs : both quantitatively (number of visitors) and qualitatively ...

470 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS In the next phase, budgets, time and capacity are checked and one person is made resp ...

ASSESSING EFFECTIVENESS 471 for the show operations and success lie with someone who has and can develop expertise. A study clea ...

472 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS existing contacts, the spread over different product groups and direct and indirect b ...

ASSESSING EFFECTIVENESS 473 In order to be able to assess the eff ectiveness of trade fair participation, a number of research m ...

474 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS Th e fi rst condition to be able to measure eff ectiveness is the presence of quantit ...

ONLINE TRADE SHOWS 475 paths to the conference hall and an exhibition space. A click on the conference hall took the visitors, p ...

476 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS REVIEW QUESTIONS What is the importance of trade fairs and exhibitions in the market ...

CASE 14 477 CASE 14: FISA – Batibouw: how to calculate the effectiveness of a trade show Company profile FISA is a company of 14 ...