LESSON - 13: Exhibitions
B A (JMC) (3-YDC),
SEMESTER SYSTEM
SEMESTER –IV
SEC III: PUBLIC
RELATIONS AND EVENT MANAGEMENT
Unit -1: PUBLIC RELATIONS
LESSON - 13: Exhibitions
Objectives:
1. Explain the concept and categories of exhibitions.
2. Describe the objectives of exhibitions.
3. Elucidate the theme, design, display of exhibits,
management etc.
4. List out categories of exhibitions.
5. Evaluate the performance of exhibitions.
Introduction:
Exhibitions
are organized presentations and display of selected items. They usually occur
within a cultural or educational setting such as a museum, art gallery, park,
library, exhibition hall, or fairs. Exhibition may also be described as an
attractively organised public show of certain objects. It also includes eye catching
display. Display of what? A display of products, paintings, photographs, models
of services. It has both merchandising and public relations value. The main
function of an exhibition is to attract the attention of the visitors or
potential users of the products and services and see for themselves and judge
their merit for use. Apart from the selling impact, exhibitions have an
informative and educative function of no mean importance to audience.
Exhibition
which is based on the principle of “Seeing is believing” assumes greater
importance in modern world for selling products and ideas besides building up
the image of an organisation. Exhibition is used as a medium for marketing as
well as a public relations effort. Exhibitions are held at local, regional,
national, continental and international levels. They provide ample
opportunities for marketing and public relations disciplines in achieving the set
objectives and reaching the target audience with messages on products and
services. Exhibitions not only exhibit goods and services, but also sell them. In
this lesson let us learn about the history of exhibitions, marketing and PR
link of exhibitions, objectives, characteristics and categories of exhibitions
together with theme, design and exhibits of exhibition and also about
budgeting, publicity and evaluation etc.
History
The
modern exhibition emerged from the hoary past of fairs and festivals held even,
today in villages. The first Indian art exhibition was held in 1947 in Delhi that
featured contemporary art and traditional Indian art pieces from museums and
private collections. Fairs, Shandies, Melas are similar to Exhibitions and held
at a particular place at regular intervals for selling products and display of
goods.
The
exhibition in its present form came fully into its own in the 19th century, but
various temporary exhibitions had been held before that, especially the regular
displays of mostly new art in major cities. The Paris Salon of the Académie des
Beaux-Arts was the most famous of these, beginning in 1667, and open to the
public from 1737. By the mid-18th century this and its equivalents in other
countries had become crucial for developing and maintaining the reputation of
contemporary artists. In London the Royal Academy Summer Exhibition has been
held annually since 1769, and the British Institution ran temporary exhibitions
from 1805 to 1867, typically twice a year, with one of new British painting and
one of loans of old masters from the Royal Collection and the aristocratic collections
of English country houses.
The
Industrial Revolution and Information Explosion which resulted in a new era
have widened the scope of exhibitions in the spheres of economic activity.
Thus, exhibitions have proved to be effective medium of providing a common
forum for producers, sellers, buyers and to those who are keen in promoting new
products, services and ideas.
Meaning
The
word “Exhibition” comes from the Latin ex-, meaning "out," and
habere, meaning "hold" — as objects in an exhibition are "held
out," or shown to the public.
As per
Oxford dictionary, exhibition is “a collection of things, for example works of
art, that are shown to the public”
Collins
dictionary says that an exhibition is “a public event at which pictures,
sculptures, or other objects of interest are displayed, for example at a museum
or art gallery.”
According
to dictionary.com, exhibition is “a public display, as of the work of artists
or artisans, the products of farms or factories, the skills of performers, or
objects of general interest.”
Thus,
the exhibitions once limited to only arts and crafts has become a platform for
commercial goods and economic activity.
Marketing and PR link
Exhibition
is not an end in itself and it cannot be looked upon as an isolated event. In
fact, exhibition is considered as an important area of marketing as well as
public relations. These two disciplines make use of exhibition as a tool to
reach the target audience with products, services or ideas. Marketing manager
considers exhibition as highly efficient medium in selling terms since it
attracts at one place a large gathering of both sellers and buyers. Therefore,
exhibition is recognised as an important area in the overall marketing
strategy.
Exhibition
has close linkage to Public Relations, for it is a medium of promoting a
product, an idea or a service which brings about human understanding between
the promoter and the audience. It provides greater opportunities for public
relations. There is some confusion about its use as PR medium. The question is
asked whether the exhibition is a marketing medium or PR effort. The answer
lies in the purpose of the exhibition. If it is to inform and to educate the
public on an idea, say family planning or a service like life insurance then it
becomes a PR medium. If the exhibition is intended to influence the consumer to
acquire products on display, it becomes the marketing medium. The majority of
the trade exhibitions fall into the marketing category. Whatever be the
technical classification, an exhibition benefits the organisation in both the areas.
Also it is the responsibility of PR manager to organise both the types of
exhibitions whether they relate to PR or marketing. They are interlinked and
intended to promote PR of an organisation. It is a key task of Public Relations
professions to create awareness of both product and organisation for effective
marketing.
Characteristics
Exhibition serves as a medium of communication. Like
any other media, exhibition too has its own characteristics, advantages and
limitations. They are:
Characteristics:
1. Exhibition is a visual medium which attracts the eye.
2. It provides the use of multimedia at the same place.
PR manager can arrange talks, film shows, song and drama performance,
distribution of publications, display of photographs, relay of TV and radio
programs.
3. It enables to get fair coverage to the organization
through press, radio, TV and social media
4. It explains the product in three dimensional effect –
length, depth and height.
5. It provides more scope for realism.
6. It informs, educates, entertains and motivates people
for action.
7. It acts as a catalyst for socio economic development.
8. It eliminates the middlemen and brings the seller and
buyer/consumer face to face.
Advantages
1. It is a source of commercial contact and an important
ingredient in the marketing mix.
2. It provides a market to introduce new products at
regional, state, national and international levels
3. It is a meeting point for comparing technological and
economic progress
4. It enables demonstration of scale models as well as
real size huge machinery.
5. Unlike other media, it provides immediate feedback.
6. When compared to media like radio, TV and film, the
people can see the exhibition leisurely in a conducive environment till the
idea displayed is imbibed.
Limitations
1. Exhibition is expensive. This is the major limitation
of this medium in comparison with other mass media.
2. Exhibition is utilized on important occasions only
when large gathering of potential customers is expected and many competing
products will be on display.
Categories
Exhibitions are of different categories. They are
classified depending on the nature of exhibition; Some exhibitions are
categorized based on the geographical area it covers such as local, regional,
national and international. Some other exhibitions are classified based on the
products or the subjects they promote as agricultural exhibition, industrial
exhibition, combined agricultural and industrial goods exhibitions etc. One
classification relates to art exhibitions, commercial or trade fairs and
informative exhibitions. Have a look at some of the categories of exhibitions.
1. Art Exhibitions: These exhibitions are organized to
display works of artists and their skill in painting and culture. Such
exhibitions or other art forms are art galleries which are centers for fine
arts. Sometimes, a famous artist organizes one artist exhibition of his
paintings or pieces of art enabling the public to see the contribution made by
that artist, besides enabling him to sell them. Art exhibitions are generally
organized as part of the annual awards function by national or state academies
or associations. They can be sponsored by some organizations as part of their
PR effort to build up the image of the organization.
2. Trade Fairs: These are
organized to promote business transactions and publicize new products. About 80
percent of exhibitions are concerned with the business of selling goods. The
India International Trade Fair being organized by Indian Trade Promotion Organization
every year at the Pragathi Maidan, New Delhi is a shining example of trade fair
The objective of commercial exhibition or trade fair is to promote sales and
exchange trade relations between different states within the country and among
different nations. Such trade fairs cover products of all varieties and also
present different themes. Major cities and towns are also organizing annual
industrial exhibitions. All India Industrial Exhibition held in Hyderabad every
year during January-February is a state level exhibition participated by the
Traders from all over India.
3. Commercial exhibitions: These Exhibitions are being
used for putting across ideas on socio-economic development. Information
exhibitions are organized by the central and state governments to educate the
people on specific subjects for propagation of new ideas in the fields of
agriculture, drug addiction, cancer awareness, family welfare, national
integration etc. The Central Bureau of Communication, Govt of India and
Exhibition Units of State I & PR Departments organize exhibitions in
different parts of the country on important themes of national importance.
4. Rural exhibitions: India lives in its villages and
about 65% of population still resides in the rural areas. Rural exhibition as
one of the tools of rural communication educates the rural illiterate masses.
Big size photographs, huge illustrations, models and larger size captions used
in rural exhibitions attract the eye of illiterates. As such, the government
and other organizations use this medium either to promote the ideas or to seek
new markets for their products in rural areas. Rural exhibition utilizing the
services of traditional media create greater impact on the rural mind.
5. Specialized exhibitions: Exhibitions today emerged as
one of the many media to assist organisations in their promotional and
marketing activities. As a result, a variety of exhibitions appeared on the
national scene to promote different types of products. Each type of product is
launching its own exhibition as a specialized product. They are called
specialized exhibitions, devoted to the product of special nature and caters to
the needs of specialized consumers. Mention may be made of some of the
specialized exhibitions devoted to particular type of product or particular
type of service and activity. For example, Shoe Tech, Print Expo, Smart Home
Expo, Water India, The Auto Expo, Kolkata Book Fair, Food India Expo etc. Expo
is the short version of Exposition which again means a kind of Exhibition.
6. Permanent exhibitions: Exhibitions can also be
categorised depending on their mobility as permanent, portable and travelling
exhibitions. Some organisations erect permanent exhibitions in their own
premises enabling the visitors to see the exhibits. A permanent exhibition is
more suitable for an organisation which receives groups of visitors regularly.
Health museums in our country have permanent exhibitions where people come
regularly and see the exhibits on health, hygiene etc.
7. Portable exhibitions: A set of photographs, models,
panels or frames is designed and constructed for the purpose of display at any
venue where conference or event taking place. They are prepared and kept in the
office for use at a very short notice. Portable exhibits or mini exhibition may
be assembled at any conference point, public libraries and such other places
where people congregate. Stands used in such exhibitions are also portable.
Mini exhibitions could be organized by PR manager on topical subjects at
important conferences, seminars, public meetings etc by transporting the
portable material.
8. Mobile or Travelling Exhibition or Exhibition on
Wheels: These are set up on mobile vans, railway coaches and on waters. They
move from place to place and enable the public to see the exhibits. The great
advantage of travelling exhibition is perhaps not so much that it reaches a lot
of people but it reaches people in the right place at the right time.
Travelling exhibition will be a spectacular event in villages and small towns.
That is why such exhibitions are more popular in rural areas. Travelling
exhibitions can exploit railways, ships and aero planes for moving from state
to state and country to country.
Setting
objectives
Each exhibition must set clear objectives as part of
the overall promotional strategy to reach precise targets. For example, an
exhibition may be organized for launching a new product. Different
organisations participate in exhibitions for different reasons however there
are two key objectives as marketing motives and PR motives. The main objectives
are –
i.
To
display a selected range of products/services
ii.
To
meet existing and potential customers
iii.
To
secure the largest possible number of inquiries which can be followed up after
the event
iv.
To
publicise the company’s name and products
v.
To aid
market research and long range planning
vi.
To
take orders
vii.
To
distribute corporate literature of the organisation
viii.
To
create awareness and for building the image of the organisation
Norms
for participation
Having listed out the objectives of an exhibition in
specific terms it is necessary to consider the norms for participation. A
number of requests come to an organisation for participation in exhibitions. Sometimes,
organisations arrange independent exhibitions of their own. Whether independent
or part of a large scale commercial exhibition, the PR Department acts as a
nodal agency between the organisation and the exhibition authorities. The
professional work in setting up the exhibition is done by the PR Department. As
an advisor to the management, the PR Manager has a vital role to play in taking
decisions with regard to participation, erection and setting up of the pavilion.
Before taking a decision with regard to setting up of either an independent
pavilion or participating in the exhibition, the public relations manager has
to consider certain vital factors of the exhibition like its marketing and PR
purposes, besides trade values; They are –
i.
Whether
it is necessary to use the medium of exhibition for sales promotion and PR
purposes at that time?
ii.
Whether
the exhibition coincides with some local or seasonal gathering or events?
iii.
What
is the theme of the exhibition? Is it relevant?
iv.
Who
are the public audience that are going to visit the exhibition and the size of
the audience?
v.
What
are the exhibits that have to be displayed in the exhibition?
vi.
Whether
the location of exhibition is suitable both to the organisation and visitors?
vii.
What
will be the returns in terms of sales promotion, image building, promotion of
ideas etc?
Theme,
Design & Exhibits
1. Theme: Each pavilion in an exhibition must present a
theme of its own. Even the exhibition as a whole may have a theme. This is very
important for creating impact on the visitors. ‘The village life’ was the theme
of the rural complex pavilion in one of the trade fairs held in Delhi. It was
designed like a village wherein craftsmen, folk music and folk dances from all
over the country were shown. It gave an atmosphere as if the visitors were in a
village. Greater Hyderabad Municipal Corporation has set up an impressive
pavilion based on the theme ‘we have a beautiful city – let us keep it clean’
at an All India Industrial Exhibition in Hyderabad. The pavilion was designed to
create civic consciousness among the people and also to enlist their
cooperation in improving the amenities of the city.
2. Design: Based on the theme and brief given by the
management, a design of the exhibition pavilion and or the design of stand has
got to be prepared through an architect-designer or a specialist in designing
exhibitions. Design gives details of exterior view and interior segments of the
exhibition. A model of the pavilion can be prepared by the designer giving all
details which forms the basis for construction of the pavilion. The design must
reflect the theme. The basic thing that has to be considered in designing an
exhibition is the public for whom the exhibition pavilion is intended. It is so
because it is the visitors that will determine the style and shape and
arrangement of the stands to be displayed. A stand should be designed in such a
way as to make it easy for visitors to enter the stand area, see the exhibit
and to make enquiries. Public relations manager has to give the brief to the
designer based on the requirements of exhibition. Sir Misha Black, a British
pioneer in industrial and exhibition designing, stated that he always asked a
potential client the following questions and that if the client could not
answer them he should not consider holding an exhibition. The questions were
(1) What do you want to achieve? (2) What idea do you want to put in the minds
of the visitors to your stand? (3) What action do you want to motivate? The
answers to these three vital questions will form the brief for the designer. A
PR functionary commented that an exhibition stand is like a three dimensional
advertisement. Therefore, the design of the whole exhibition and each stand
should be tested in the same way as a display advertisement is pre-tested. Once
the theme and design are finalized, tenders are invited for the construction of
the pavilion from reputed exhibition contractors, followed by entering into an
agreement for the purpose of construction with the selected Contractor.
3. Exhibits: An exhibit is an object on display primarily
designed to tell the story about a thing or an idea when the public has been analyzed
for whom goods and exhibits are displayed, the characteristics of exhibits have
to be such that they are attractive to the potential buyers and visitors. There
is a close linkage between the theme, the publics of the exhibition and
exhibits on display. Exhibits by and large must be in three dimensional effect,
photographs, diagrams, illustrations are used effectively to support a three
dimensional presentation. Each stand is designed as to fit space earmarked for
the purpose. People are too busy and they may not see leisurely the exhibits that
displayed. As such exhibits have to be designed to attract the attention of the
visitors.
Budgeting,
Publicity & Evaluation
1. Budgeting: Any exhibition without proper budgeting
results in chaos. A decision to organize exhibition is dependent on its
estimated cost. Therefore, budgeting is a pre-exhibition affair. Arriving at an
effective and economical budget for an exhibition is both difficult and
complex. However, there are certain yardsticks through which public relations
manager can work out details of expenditure on items like exhibition stands,
personnel expenditure and promotional expenditure.
2. Publicity: It is essential that due publicity is given
to the exhibition before, during and after. Media must be invited for a preview
while individual correspondents could be invited from press, radio and
television during the course of exhibition. Many exhibitors neglect publicity. This
is not correct. Sufficient publicity must be given about the participation of
the organisation in exhibition through all the media. Necessary background
material and photos may be supplied to the media. Advertisements may be
released. This will not only create awareness about the exhibitions but also
increase the number of visitors to the pavilion.
3. Evaluation: Every activity of PR can be evaluated to
know the results. So is the case with exhibitions. An exhibition activity, like
any other marketing or PR effort is a resource process that is expected to
generate benefits in reaching the set objectives. The success of any exhibition
depends on the interest that the visitors have shown in witnessing the things
displayed and purchases made. If it is a trade fair, it is judged in terms of
business and sales it had handled. If it is an information exhibition, the
success is based on the grasp of ideas by the visitors. It is highly essential
for the organizers of the exhibition to have feedback as to how visitors
reacted to the exhibition and benefited from it. It is in this context an
analysis report on the activities is essential. This analysis report is based
on several factors such as visitors book, received information, personal
contact, observations of stand personnel, exhibits, publicity and public
relations etc.
Summary
Exhibition as a medium of communication forms an
integral part of marketing and PR strategy. With the norms and guidelines
explained in this unit, you can conceive the idea of exhibitions and organize
it successfully to the advantage of the organisation and visitors. Exhibition
is a public show of products, ideas and services. It is an area of both
marketing and PR disciplines. It has its own characteristics such as visual medium,
display of products in three dimensional effect, catalyst for socio-economic
development. Exhibitions are categorised in different ways depending on the
theme, the product or services displayed. They are categorised as art
exhibition, commercial exhibition, informative exhibition, specialized
exhibition, permanent, portable and mobile exhibitions. Objectives of
exhibition are intended to display products, meet existing and potential
customers, building up image of the organisations etc. Themes, Design of stands
and the Exhibits are the important areas. Budgeting, publicity and evaluation
are the essential things to be considered in organising an Exhibition.
FAQs
1. What is an Exhibition?
2. Mention various categories of exhibitions
3. Describe the objectives and norms of exhibitions.
4. What do you understand by Theme, Design and Exhibits?
5. What is evaluation?
Model Answers
1. Exhibition which is based on the
principle of ‘seeing is believing’ is a public show of products, ideas or
services. It has both marketing and public relations motives. Characteristics
of exhibition include; it is a visual medium, explains the products in three
dimensional effect. It informs, educates and entertains the audience. It acts
as a catalyst for socio economic change. Its advantages are a source of
commercial contact and forms an integral part of marketing mix and builds up
the image of an organisation.
2. Exhibitions
are different types. They are categorised depending on the nature of
exhibition. Some exhibitions are categorised based on the geographical area it
covers such as local regional, national and international. Some are based on
the theme, some are classified based on the type of products displayed, the
kind of service projected. Exhibitions are also classified as Art exhibitions,
commercial or trade fairs, informative exhibitions, specialized product
exhibitions, permanent, portable and mobile exhibitions etc.
3. Exhibitions are organised with several motives. However, two broad objectives like Marketing and public relations are the most important things. As part of marketing strategy, exhibitions accelerate sale of products and promotes the image of an organisation as public relations effort. Therefore, exhibitions are undertaken after considering several norms in reaching the set objectives. Each exhibition must set clear objectives as part of the overall promotional strategy to reach precise targets. After defining the objectives in specific terms it is necessary to consider the norms for participation.
4. Each pavilion in an exhibition must present a theme of its own. Even the exhibition as a whole may have a theme. This is very important for creating impact on the visitors. Based on the theme and brief given by the management, a design of the exhibition pavilion and or the design of stand has got to be prepared through an architect-designer. Exhibits are the objects on display to tell the story about a thing or a service or an idea. There is a close linkage between the theme, the design and the exhibits on display.
5. Every activity of PR can be evaluated to know the results. So is the case with exhibitions. Evaluation is a barometer to assess the success and results of exhibition. An exhibition activity like any other marketing or PR effort is a resource process that is expected to generate benefits in reaching the set objectives. PR manager prepares an analysis report based on several factors like visitors’ book, information received during the exhibition, observation of guides and stand personnel, interaction with visitors, sales promoted and orders received etc.
a.
Advertisement
b.
Exhibition
c.
Movie
d.
Drama
2.
__________ and Information Explosion widened
the scope of exhibitions.
a. Information Technology
b. Liberalisation
c. Globalisation
d. Industrial Revolution
3.
Exhibition
serves as a _________ ____________
a. Medium of
communication
b. Sales & service point
c. Channel of business
d. Business promotion
4.
The two basic objectives of an exhibition are
________ & ___________
a.
Marketing
& Publicity
b.
Advertising
& Publicity
c.
Marketing
& Public Relations
d.
Exhibition
of products & Sales
5.
Evaluation
is a __________ to assess the success and results of exhibition.
a. Procedure
b. Barometer
c. Measurement
d. Formality
Glossary:
Exhibition:
Display or showing or presenting the products and services of artists,
artisans, the products of farms or factories, the skills of performers or
objects of general interest.
Pavilion: A large open structure or tent, providing shelter for goods at an exhibition.
Marketing: The activities a company undertakes to promote the buying or selling of its products and services.
Theme: A central topic, subject or message within a narrative.
Design: A plan or drawing prepared to show the look and function or working of a building or a structure.
Exhibits: Publicly displayable items or goods or art in a gallery or museum or a fair
Publicity: Publicity is the dissemination of promotional material to draw interest or generate sales. It comes for free by way of events and either by sending press notes or by coverage by the media persons.
Budgeting: Creating a spending plan to spend money
Evaluation: A systematic process of assessing what has been done to arrive at a judgement about the worth, merit or value or something.
Key words: Advertiser, Advertising, Advertisement, Publicity, Sales Promotion, Customers, Consumerism
Y.
BABJI
Academic
Counsellor, Public Relations (since 1989)
AP
Open University/Dr BR Ambedkar Open University
Editor,
Public Relations Voice
