A Brief Analysis Of The Communication Characteristics Of The Exhibition

Since the date of the exhibition, the exhibition has a clear purpose for the exchange of information. But in the contemporary era, the exhibition has been under the aura of the economy for a long time. "Chaoyang industry", "smoke-free industry" and "1 to 9 industries" have all shown its economic characteristics. It is regarded as a new type of economy which contains unlimited business opportunities. However, the motive force behind economic success, which is hidden behind the economy, has been neglected. It is the essence of communication activities. Only when the exhibition is successful in communication and can it develop for a long time can it win the economy.

Communication elements of exhibition

The direct disseminator of the exhibition is the exhibitor, and the indirect disseminator is the organizer of the exhibition. The organizer of the exhibition is Exhibitors After the project plan is confirmed, a large number of publicity activities are carried out to convey the information about the exhibition. On the one hand, invite or invite business to tell potential exhibitors what effect they can achieve if they attend the exhibition. Advertising, on the other hand, tells the audience what kind of exhibitors will appear at the exhibition. High quality exhibitors can attract a large number of spectators, and a large number of audiences can attract high-quality exhibitors. They interact and promote each other, which is very important for the success or failure of the exhibition.

Exhibitors are the disseminators directly facing the audience and the leading role of the exhibition. Exhibitors must understand the needs of the information recipients before they participate in the exhibition. At the same time, they should set their own goals and display contents in order to convey them more effectively. Exhibitors are disseminators to the audience, but in the whole exhibition activities, it is another main purpose of exhibiting to accept and collect information from other exhibitors while exhibiting themselves. Therefore, the communicator in the exhibition is also a communicator and has dual identities.

Professional audience and ordinary audience are the audience of the exhibition. Professional spectators are technicians and market personnel who are closely related to the contents of the exhibition. They are potential customers of exhibitors. They are often not sales terminals. The content of most exhibitions is closely related to daily life and attracts a large number of ordinary audiences. Ordinary audiences come to different interests, interest, leisure or collect information. Today, professional subdivisions of exhibitions are being strengthened, but professional degrees are being differentiated. Most of the exhibitions are more and more compatible with the public except for a few exhibitions that are highly professional.

Exhibitors will have their own space in the exhibition hall. Through the use of this space - Building image And display exhibits and so on to form the material entity of load information - booth. All the information of the exhibitor is derived from this. It is the medium of the exhibition. The booth is an integrated holographic medium, bringing together almost all forms of media.

1) physical media - exhibits

Communication is generally defined as human activities of communicating information with symbols. Symbols are intermediaries used by people to refer to something and meaning in order to convey information in the process of information dissemination. In the form of "information source, information carrier, information is the source itself" is an important medium for exhibition. When the chip is large enough for a crane or even a plane to be placed in front of the audience, the effectiveness of the information conveyed by it is unmatched by any other media.

2) oral media

At the exhibition, people pay attention to interpersonal communication. Every booth will have staff to explain and answer questions to the audience face to face. Some large exhibition booths will have regular technical lectures to expand the depth of information. Oral communication is direct and vivid, and the feedback is fast and flexible. The environmental atmosphere combined with objects and booths is more real and effective. Therefore, spoken language is also an important form of exhibition media.

In addition, there are usually regular professional seminars or seminars in the same period as the exhibition, which will further subdivide and deepen information and convey them more effectively to professionals.

3) printing media

This does not refer to mass media such as newspapers and periodicals. Printing media Instead, they are displayed on the display, such as text, sketch, picture, etc., which are printed on the display boards or signs by printing, printing or inkjet printing.

4) electronic media

Including TV, plasma TV, TV wall, projection, LED display, computer touch screen, the latest video and audio technology equipment will always appear on the booth in time. They further convey the exhibition information in the time dimension, and interpret the abstract cultural spirit, and at the same time play the role of creating atmosphere.

5) new media - Network

The information contained in the limited space of the booth is very small compared with the total number of exhibitors, but it is the content that the exhibitors want to express most, which is equal to the demand point of the advertisement. Now many platforms will connect to the Internet or local area network, and make effective supplement and unlimited extension in information volume. In the real booth, the use of virtual network as a way of information transmission, does not care about the quality of the effect, but depends on the size of the volume.

6) live performances and activities

Large exhibition booths in China will usually have a small stage for noisy singing and dancing performances and prizes. Although the exhibitions abroad are much quieter, there will be regular technical lectures and performances. For example, at the Berlin home appliances exhibition, pantomime shows on some large enterprises show how convenient and effective their products are. The main purpose of these activities is to demonstrate more vividly the exhibits, the atmosphere and the audience, with a strong impact in form but not enough in content.

7) space media

The pavilion is a temporary building without foundation. Looking far away is a three-dimensional entity. Approaching or entering it, it will be found as a space space for the display of objects and human activities. It is more colorful than building or indoor environment. It builds environment atmosphere and image entity through space, sculpt, graphic design, color, lighting, material and so on. At the same time, the above media, printing media, electronic media, people and activities are all integrated. The elements of physical exhibits, text, pictures, videos, audio, networks, language and field activities are both an independent information communicator and a part of the whole booth space. They coordinate and contrast each other and constitute a space medium together.

Because the participants and recipients of the exhibition activities are clear in purpose, the information conveyed by the exhibition is also clear and definite. First, information is highly targeted, that is, to convey specific information to a particular audience. Secondly, information replacement is fast and timeliness is strong.

Dissemination effect of exhibition

The dissemination effect of the exhibition has the following characteristics:

1) fast feedback. The characteristics of the exhibition site and its characteristics of interpersonal communication enable the recipient and the recipient to get the most direct and fast feedback information and form a real interactive communication.

2) high efficiency. Because the exhibition is organized and purposeful, it limits the scope of the disseminators, receivers and the content of the dissemination. The information is high and the density of transmission is large. The audience can get a lot of effective similar information in a short time.

3) high quality. This is determined by the form of media. The information transmitted by the real media in the exhibition is the most authentic and credible; the environmental media stimulate the sense of the human body in an all-round way, and the effect is strong and vivid; the application of spoken language is flexible and interactive; therefore, the dissemination of the exhibition is of high quality. For example, at the 2002 Beijing motor show, the new version of the European car which was launched on the market was ordered nearly 1000 vehicles at the exhibition site, and 12 sports cars were rarely seen in China. Exhibitors can not only get direct benefits from exhibitions, but also the long-term benefits of exhibitions.

The influence of a successful exhibition is long and extensive, mainly in the influence of social concepts and market economy activities.