Abstract
This paper reports on the communications issues which arise from exhibition and trade fair activities. Drawing on research conducted at exhibitions in the UK and Greece, the author outlines some of the potential failures in communication which arise through a mismatch of agendas on the part of exhibitions and visitors. Unrealistic expectations on the part of exhibitions and a failure to appreciate the needs of visitors to exhibitions are the main reasons why exhibitions often fail to achieve the desired outcomes. The author offers a model of exhibitions as communications devices and also offers a typology of visitors and exhibitors which illustrates the importance of considering visitors' needs when planning an exhibition. The overall conclusion of the paper is that exhibitors largely concentrate on selling objectives and, by doing so, almost certainly disappoint and even alienate visitors, the majority of whom do not include buying in their agendas.
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