Below-the-line and other communications: Exhibitions...

 

This paper reports on the launch of Jaguar's C-XF concept car, a radical new design for the company that will influence its next generation of models. The paper discusses the experiential marketing ca ...

This article discusses how to measure the effectiveness of trade shows, exhibitions and events. Doing so requires a range of qualitative and quantitative metrics, the use of which depends on the marke ...

Describes the AAAA Media Conference and Trade Show as it enters its eleventh year.

This paper reports on research carried out with UK exhibitors regarding the methods they use for assessing whether their exhibition activities have been effective or not. It was found that differences ...

The author, from JCEC, a public relations agency, describes a wide number of cross promotions that they have devised for events with multiple sponsors. These news events have often been achieved with ...

This paper offers new insights on exhibiting strategy. It provides a model for strategy planning and implementation and it presents empirical results on dimensions of exhibiting management drawn from ...

Hallmark events offer target-rich environments for marketers. Audience characteristics at a variety of events are described. These characteristics include demographics, lifestyle, satisfaction, recall ...

The paper investigates the complementarity between two dominant elements of the business marketing communications mix, personal selling and trade shows, from an integrated marketing communications (IM ...

The paper investigates the complementarity between two dominant elements of the business marketing communications mix (personal selling and trade shows) from an integrated marketing communications per ...