Trade shows provide a forum for companies to display and demonstrate their products to potential buyers who have a special interest in buying

Displays at the Chicago Auto Show.

these products. The compacted time frame and concentrated location of trade shows are cost-effective for exhibiting companies and convenient for buyers.

Since the 1960s, trade shows have become an increasingly prominent part of the promotional mix. Their relative importance is reflected in the promotional expenditures of U.S. companies: Larger amounts are spent each year on trade exhibitions than on magazine, radio, and out-door advertising; only newspaper and television advertising receive a larger share of promotional dollars.

The primary role of trade shows in the promotional mix is that of a selling medium. Depending on the type of product being exhibited, selling activities can involve booking orders or developing leads for future sales. If show regulations permit...