What is Advertising?
Advertising may be defined as paid form of public promotion of a product, service, company or an idea. It allows a company to tell its potential customers about the advantages of its products and how they are better than other products in the same domain. It also emphasises why the prospect should choose this product.

Advertising is the lucrative way of bringing forth the unique selling proportion (USP) of a product. A company can advertise through a number of mediums like newspapers, magazines, display stalls, TV, radio, bill boards, Internet, etc.

What is Exhibition?
Exhibition is the art of displaying products and services for public viewing. One may exhibit works of art, products, a skill, etc. The purpose of exhibiting may also vary. It may just be for generation of business or simply for public viewing. Such exhibitions prove profitable for companies, who want to display their products to a vast number of prospective customers in a short span of time, thus saving on time and money.

What is Exhibition Advertising?
Exhibition advertising is a blend of 'exhibition' and advertising', benefitting the exhibition advertiser with a double purpose. It helps a particular company to exhibit itself as well as showcase its products and services to the target audience, thus helping it grow its business.

Advertising is not a new phenomenon; it dates back to many centuries. Displaying products with the motive of enhancing their sales gave birth to the word "Exhibition Advertising". Also termed as 'market exhibition', exhibition advertising is of two types, trade and consumer, but the majority are related to trade. In an exhibition, many companies of the same or allied fields display their products. So, on one hand, where there is an intimate interaction with numerous prospective customers, there is also a confrontation with competitors from the same arena.

Though displaying products in exhibitions may cost a fortune, it is the best way of meeting a large number of prospective customers in a short span of time. The biggest plus point here is that the buyers themselves come to the company, thus saving the company on time and money. Exhibition Advertising is an important tool for companies, who wish to introduce new products in the market. Not only do they get immediate feedback of their products, but are also able to judge the future prospects of the new entrant.


Aim and Motive
The motive behind displaying products is to grab the attention of the prospective buyers and then eventually resulting in their sales. The seller should therefore make desired efforts to make the product appealing and eye catching. They should not forget that their competitors are in close proximity and even a small loophole could cost them a client. Choice is something that attracts customers, whether one is buying a camera, a fridge, a TV, or any other product. The availability of choice is a factor that draws many people. Presentation plays a pivotal role in determining the sale prospects. An item should be placed at the eye level of the viewers in order to catch their attention.

Colour too has a dominant role in converting the prospective customers into actual ones. Color gives a product its defining image and helps the people to distinguish it from that of the competitors.

Advantages of Exhibition Advertising

The exhibitor can display a wide range of products and services Buyers can source as per their choice from a wide collection One can meet large number of prospective buyers in a brief duration of time Massive cost-benefits for the company It is a plartform for both the exhibitor and the buyer to establish a network for future dealings One can get an idea of the exhibition advertising trends as well as get acquainted with the future prospects o the related market Opportunity to view from close proximity, the USP of the competitor's products, and their selling strategies A face to face interaction with the prospective customers An opportunity to learn from the mistakes of the competitors.

Disadvantages

Stiff competition often leads to loss of prospective customers No scope for any loopholes in the promotion process Competitors may copy ones ideas which may cost one a huge sum of money.

Products Used In Exhibition Advertising
A wide range of items are utlised while displaying products for prospective consumers. Listed here are the most commonly used items used in exhibition advertising:

Popup Displays Banner Stands L-Banners X-Banner Poster Stands Panel Systems Brochure Stands Display Shelves Light Boxes Truss Displays Fetlock Display Stands Display Banners Roll Banners Folding Tents Acryls Slim Light Boxs Show Cases Framesm Menu Boards Advertisement Flags AD Players Fan Rollers Lift Displays Card Pedestals Stopper Boards

Active Exhibitors

Garment Manufacturers Steel Plants Craftsmen Food and Beverage Industry Agro- based industries Others.

Where Are the Products Exhibited?
These goods are displayed in large halls and wide spaces, that can amass a large number of people at the same time. A few of them are listed below.

Convention Centers: They are huge buildings with open spaces to host business and social events. These centers have the ability to incorparate a huge number of people and are a favourite for hosting events like corporate conferences, industry trade shows, etc. Exhibition Halls: These are wide spaces, which are given on rent to various industries, who wish to put their products on display. Pragati Maidan in New Delhi is a classic example of such a hall Art Galleries: Art galleries are places where pieces of art have a tête-à-tête with art enthusiasts. It is an easy way in which an artist very comfortably reaches out to a large audience.

Exhibitions in India... India is a fast paced developing nation, where the industries are at their all time boom. Various events are organized in India to promote various industries, big and small, agro- based industries and a number of craftsmen. Many examples of such fairs can be sighted, a few of them that have become a regular feature are:
Trade Fair - Agro-products, books, cosmetics, etc. Book Fair - Books by a variety of publishers Auto-EXPO - Automobiles like cars scooters, mopets, motorbikes, etc. Dilli-Hatt - A permanent place for showcasing products.