| Abstract [eng] |
Master‘s project object – international exhibitions. Aim of the project – analysis of marketing communication of international exhibitions. Objectives of the project: to determine principles and applicable elements of marketing communication of international exhibitions; to reveal defects and advantages of marketing communication of international exhibitions; to conduct efficiency research of marketing communication of a specific international exhibition and on the basis of the research to present recommendations. Relevance of this theme and research is determined by two reasons. On the one hand, exhibition business has gained massive scales all over the world, and though the forms of traditional exhibitions were forecasted to be replaced with internet in the age of innovative information technologies, it did not happen. International exhibitions are not reducing either their scopes or development. On the other hand, notwithstanding the scale and importance of exhibition business, the issue of marketing communication of exhibitions is scarcely discussed in the scientific literature. Marketing theoreticians talk little about exhibitions and in entirely different aspect – they are analysed as one of marketing communication means. By applying methods of analysis of scientific literature, surveys of exhibition business representatives, a conclusion was made that general theoretical principles of marketing communication are applicable also for organising international exhibitions. All classical elements of marketing communication are suitable and applicable: advertising, public relations, personal selling, sales promotion and less frequently included in theoretical materials – direct marketing. When analysis surveys and conclusions of the exhibition business representatives, attention should be paid to specifics of international exhibitions, which determine the importance of public relations. A conclusion was made that when organising international exhibitions, public relations must be professionally applied and managed. Nevertheless, success and popularity of international exhibition is determined not by any individual marketing communication element or its relevance, but rather by combination of all the elements together. Having carried out an empiric survey of the biggest international construction and renovation exhibition in the Baltic States - RESTA 2008 - a conclusion was drawn that its marketing communication consists of all the above-mentioned elements, but no survey is conducted to determine their efficiency. In exhibition communication, the organiser relies, first of all, on his experience rather than on surveys and analyses of target audiences of the exhibition. A conclusion is made that experience and opinion and knowledge of the marketing communication means alone are not sufficient. There are no factual evidences that the opinion is accurate. Analyses and surveys of target audiences of exhibition are necessary when drawing up a communication plan, because it must be clear what must be communicated and to whom precisely. Six instruments that would help the organiser in drawing up a more efficient exhibition marketing communication plan are suggested in the MA project. |
