İHTİSAS FUARLARI ve BÜTÜNLEŞİK PAZARLAMA İLETİŞİMİ SÜRECİNDEKİ ROLÜ

Companies, frequently exhibit to the trade shows for the purposes like promoting their products and services, reaching their existing and likely customers and strengthening their competition influence. In a trade show, a buyer or a consumer is able to experience companies which are performing in the relevant sectors together with the products and services of them. Thus, consumers compares products and services as well as the companies objectively. The only platform which enables such a comparison and presentation facility of all products in a proximity of touching is trade shows. Trade fairs, whose importance is increasing gradually, are being conducted inside of Integrated Marketing Communication implementations. Exhibiting to Trade Shows contributes * Prof. Dr., Ege Üniversitesi İletişim Fakültesi Halkla İlişkiler ve Tanıtım Bölüm Başkam ** Araş. Gör., Ege Üniversitesi iletişim Fakültesi Halkla İlişkiler ve Tanıtım Bölümü 265 İLETİŞİM FAKÜLTESİ DERGİSİ/İhtisas Fuarları ve Bütünleşik Pazarlama İletişimi Sürecindeki Rolü the efforts of the companies regarding product, price, distribution and promotion. Therefore, the attendance rate to the trade shows will significantly increase in the years ahead. Trade shows contributes the economy of the country and socia-culturel areas where it has been held as well as the companies that exhibits to the trade shows. That is why; fair industry has become one of the most improving sector in the world.