Trade fairs as communication: a new model

被引:26
作者
Blythe, Jim [1 ]
机构
[1] Plymouth Business Sch, Plymouth, Devon, England
关键词
Trade fairs; Communication; Marketing environment; Strategic objectives; OBJECTIVES; MANAGEMENT;
D O I
10.1108/08858621011009155
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - The purpose of this paper is to demonstrate that exhibitors, by relying on the now-outdated Schramm model of communication, are wasting effort and at the same time generating worse results from their exhibition activities than might otherwise be the case. Design/methodology/approach - As a conceptual paper, this paper draws on existing literature. Findings - A new model of communication is described and trade fair activities of both visitors and exhibitors is mapped against it, The new model includes the concept that communication is a co-creation of meaning rather than a "magic bullet" and therefore current sales-led approaches to exhibiting are wasteful, since they do not take account of the needs of the majority of visitors. Practical implications - In practice, exhibitors need to re-think their strategic approach to managing their trade fair activities, specifically in terms of approaches to visitors and manning of stands. Originality/value - The paper offers insights into trade fairs as communication, advocating that firms need to focus on establishing dialogue rather than simply aiming for one-way communication.
引用
收藏
页码:57 / 62
页数:6
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