MEASURING TRADE SHOW EFFECTIVENESS - AN EFFECTIVE EXERCISE

The trade show is an event that seems to be well accepted in marketing circles. However, despite their growing numbers, trade shows do have their downsides and critics. Part of this problem may be due to the fa ct some marketers fail to answer the basic question of trade show effe ctiveness. Thus, in an effort to bring some focus to this issue, we ex amine findings and research to date with respect to trade shows and hi ghlight some areas that marketers might consider in assessing the effe ctiveness of these events.