Exhibition – a visible medium of public communication

“Seeing is believing” is the principle on which the philosophy of exhibition is based. According to MacMillan Dictionary, Exhibition is “a public show where art or other interesting things are put so that people can go look at them”. 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. It can be an exposition or a large fair of extended duration. The word "exhibition," is usually, but not always, used for a collection of items.
Exhibition may thus be described as an attractively organized public show of certain objects. It also includes eye catching display. It has both merchandising and public relations value. The main function of an exhibition is to attract the attention of the visitor 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. The modern exhibition emerged from our hoary past of fairs and festivals. Exhibition is used as a medium for marketing as well as a public relations effort. 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. Thus, an exhibition is both a marketing medium and a public relations effort.
An exhibition, in the most general sense, is an organized presentation and display of a selection of items. Exhibitions include (1) art exhibitions, as in major art museums and small art galleries; (2) interpretive exhibitions, as at natural history museums and history museums and (3) commercial exhibitions, or trade fairs.
Exhibitions may be permanent displays or temporary, but in common usage, "exhibitions" are considered temporary. While many exhibitions are shown in just one venue, some exhibitions are shown in multiple locations; such exhibitions are called mobile or traveling or touring or portable exhibitions. Though exhibitions are common events, the concept of an exhibition is quite wide and encompasses many variables. Exhibitions range from an extraordinarily large event such as a world’s fair exposition to small one-artist solo shows or a display of just one item.
Commercial Exhibitions or Trade Fairs
Commercial exhibitions, generally called trade fairs, trade shows or expos, are usually organized so that organizations in a specific interest or industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent trends and opportunities. Some trade fairs are open to the public, while others can only be attended by company representatives (members of the trade) and members of the press.
Art Exhibitions
Art exhibitions may present any array of artifacts from countless forms of human making: paintings, drawings, crafts, sculpture, performances, interactive art etc. Art exhibitions may focus on one artist, one group, one genre, one theme or one collection; or may be organized by curators, selected by juries, or show any artwork submitted. Fine arts exhibitions typically highlight works of art
Informative Exhibitions
Interpretive or Informative exhibitions are exhibitions that require more contexts to explain the items being displayed. This is generally true of exhibitions devoted to scientific and historical themes. Interpretive exhibitions generally require more text and more graphics than fine art exhibitions do. The topics cover a wide range including archaeology, anthropology, history, science, technology, natural history etc.
General objectives
The main objectives of an exhibition are (i) to display a selected range of products or 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 publicize the company’s or organizer’s name and products (v) to avoid being conspicuous by absence, thus preventing competitors insinuating that you are no longer in business and your own customers likely to believe (vi) to aid market research and long range planning (vii) to take orders (viii) to back up the company’s agents or local distributors or to secure new and better distributors (ix) to distribute corporate literature of the organization and (x) to create awareness and building the image of the organization.
Essentials for success
The theme, design, exhibits, titles, design, construction, pictures, words, colors, lighting, parking, entertainment, eateries, visitors’ book, publicity are only a few essentials in organizing exhibitions.
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, its success 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.