III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises

Media comparison: Advantages of the marketing tool "participation in exhibitions"
Organisations use different communication instruments to reach their marketing objectives. To make a decision which instruments (see chart below) to use, it is important to know how efficiently each instrument works. The evaluation of all communication tools concerning marketing objectives leads to the following ranking. The "participation in exhibitions" ranks as the No. 1 tool (2.22). Personal selling follows. Both instruments emphasise face-to-face communication. The other instruments are less effective. 26)