VI. Evaluation of Participation
B. Efficiency Assessment

• Objective
  Comparison of the participation in different trade fairs, but also comparison with alternative marketing instruments with regard to cost-benefit relations
• Method
  Recording of different data from different sources: Turnovers, costs, marginal contributions from the accountancy, visitor statistics, visitor records.
• Assessment
  Suitable proceedings to check profitability of fair participations. Expensive data elevation necessary. Interpretation of the results difficult. Continuous recording of the data over several trade fair periods necessary.