The evaluation of non‐selling activities at British trade exhibitions: an exploratory study

Abstract

Exhibitions are widely regarded as powerful tools in the promotional mix, yet few studies have been undertaken to establish whether exhibitions are actually effective in meeting the objectives of the exhibitors. Reports on a survey of firms in the Midlands in which marketing managers were asked how they evaluate exhibitions, particularly in terms of non‐selling activities. Finds that firms have virtually no way of evaluating non‐selling activities, even if the managers concerned regarded these activities as a main purpose of exhibiting. Furthermore, few firms had any rigorous way of evaluating selling activities, and often could not make any objective judgement about whether exhibitions are cost‐effective.