Marketing Communications

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Marketing Communications

219

Sales Promotion And Publicity

VERTICAL VERSUS HORIZONTAL

These operate as follows:

•    Vertical Show: is one that focuses on one industry or profession only. For example, the

National Dental Association organizing a trade shows. Numbers of exhibitors are well

defined and focused to a particular industry or profession.

•    Horizontal Show: these are shows that include many industries and professions. This type

of show is designed to increase trade between one or two differently located areas, such as

Nigeria and Taiwan. The characteristic of horizontal show is that the numbers of exhibitors

are defined, and that, it will contain many industries or professions located within the two

different areas that are participating. The narrower the audience, the more efficient trade

show investment will be because with proper show selection, a larger percentage of the

audience is more likely to be prospects.

SHOw MARKETING STRATEGY

Once a show is selected, marketing for the show involves three sets of activities:

1. Pre-show promotion


2. Show management and experience


3. Post-show follow-up

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