UNIT 1 Cashing in on Exhibitions
DIALOGUE Attending an Exhibition
TEXT A What Is an Exhibition for?
Notes to the Text
In-class Discussion
Exercises
TEXT B Taking Advantage of the Exhibit Marketing
Exercises
LINK An Overview of the Exhibition Industry

UNIT 2 Going for the Right Site
DIALOGUE Asking about the Stand
TEXT A Going for the Right Place for Exhibition
Notes to the Text
In-class Discussion
Exercises
TEXT B Exhibit Strategies and Its Manager
Exercises
LINK Size and Site Do Matter

UNIT 3 Establishing a Budget
DIALOGUE Discussing the Budget for Exhibition
TEXT A Budget, the First Priority
Notes to the Text
In-class Discussion
Exercises
TEXT B A Good Exhibition Budget Does Pay off
Exercises
LINK Budget, a Means of Regulating the Operation of an Exhibition

UNIT 4 Managing and Training Your Staff
DIALOGUE Talking about Holding an Exhibition
TEXT A Staff Selection and Training
Notes to the Text
In-class Discussion
Exercises
TEXT B Managing Your Stand Team
Exercises
LINK Staff Selection and Development

UNIT 5 Preparing Your Stand
DIALOGUE Talking about the Shell Scheme Stand
TEXT A Stand Construction and Decoration
Notes to the Text
In-class Discussion
Exercises
TEXT B Opex Exhibition Services
Exercises
LINK Getting Your Stand Built

UNIT 6 Communicating Effectively
DIALOGUE Making Use of Giveaways
TEXT A Making Your Stand a Complete Success
Notes to the Text
In-class Discussion
Exercises
TEXT B Selling by Asking Questions
Exercises
LINK Public Relations

UNIT 7 Contract Management
DIALOGUE Talking about Stand Design
TEXT A How to Select Contractors
Notes to the Text
In-class Discussion
Exercises
TEXT B The Exhibition Space Application Contract
Exercises
LINK The Contract Management Process

UNIT 8 Measuring Exhibition Success
DIALOGUE Talking about the Post-show
TEXT A Post-show Follow-up
Notes to the Text
In-class Discussion
Exercises
TEXT B Reap the Rewards
Exercises
LINK Measuring the Results

UNIT 9 Meeting and Convention Venues
DIALOGUE Deciding on a Venue
TEXT A Selecting Conference and Convention Venues
Notes to the Text
In-class Discussion
Exercises
TEXT B Tips for Evaluating Your Meeting Venue Options
Exercises
LINK Choosing a Venue or an Event Site

UNIT 10 Preparing a Productive Meeting
DIALOGUE Planning the Meeting Agenda
TEXT A Meeting Planners and Convention Planners
Notes to the Text
In-class Discussion
Exercises
TEXT B The Agenda——Key to a Meeting
Exercises
LINK The Preparation of a Meeting

UNIT 11 Logistics in Great Events
DIALOGUE Talking about Organizers Service
TEXT A Conference Logistics
Notes to the Text
In-class Discussion
Exercises
TEXT B Post-conference Tour in Beijing
Exercises
LINK Logistics and Catering Management

UNIT 12 Organization of Great Events
DIALOGUE Talking about the Show Plan
TEXT A Preparing the Ground
Notes to the Text
In-class Discussion
Exercises
TEXT B Leadership Traits and Styles
Exercises
LINK Organizational Structures of an Event

UNIT 13 Risk Management
DIALOGUE Talking about Risk Preventions
TEXT A Risk Management
Notes to the Text
In-class Discussion
Exercises
TEXT B The Effective ways to Deal with Risks
Exercises
LINK Risk and Disaster Preventions

UNIT 14 Evaluating a Meeting
DIALOGUE Evaluating with the Questionnaire
TEXT A An Overview of Meeting Evaluation
Notes to the Text
In-class Discussion
Exercises
TEXT B Paving the Way for the Future by Evaluation
Exercises
LINK Ingredients of a Successful Meeting Evaluation
Appendix Global Meetings & Exhibitions
References

       considerable publicity and promotion value. They have sprung up in major cities， malls and evenairports in the US and cover both mainstream retailers and firms with new products to introduce.Pop-ups and other buzz marketing techniques seek to be edgy. In other words， astute marketersare desperate to attract consumers interest and attention， one that involves developing somethingnew before the latest technique gets stale and loses effectiveness. What is clear is that theindustry realizes that conventional advertising is much less effective. In fact， 2004 was describedas the year that the traditional 60-second advertising spot died. The comment is an exaggeration，but reflects the new direction. There are predictions that the new type of marketing budget willfeature more events and exhibit marketing.
        Exhibit and event marketing share some characteristics. First， they are events with somecommercial purposes because they are experiences that require attendees to act within theevent situation. If the event is a business-to-business trade show， both parties come togetherfor a related purpose： to promote or experience a group of vertical products and services. Thecommercial purpose of the show is overt and the players participate actively. Companies marctake orders for their products and have tangible sales results. Similarly， even if the event isaimed at consumers as with craft shows， home and garden shows， boat shows or the like， thereis an overt commercial purpose. That purpose is to promote the products and services featured.It is less likely that the show will generate commercial sales but， depending on the event， theyhappen. If on the other hand， the event is a "festival"， or a rock and roll concert， thecommercial purpose is muted and the sponsor gains less commercial benefit.   Typically， thedesired result may be awareness and image creation， but not necessarily sales.
        While both forms of experiential marketing have grown in importance， we will focus onexhibit marketing， specifically trade shows. In 1995， trade shows accounted for between 16-20percent of a business marketing budget. A study in 2004 conducted among 700 marketingdecision makers in the automotive， high-tech， financial and health care industries showed thatbudgets had grown to above the 20 percent level. In dollar terms， that figure approximates anincredible $166 billion. For many small businesses with limited budgets， trade shows andpersonal selling are the only promotion mix elements available. Despite its clear importance，exhibit marketing is essentially ignored in the recent academic literature. During the 1970s and1980s， the academic literature recognized the importance of exhibit marketing and devotedconsiderable attention to its theory and practice. Since then， there has been very little academicinterest： there are few academic references and little academic understanding of the costs，benefits and operation of trade shows.