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An exhibition is a pre-planned demonstration of exhibits representing a single whole. Its effectiveness is based on attracting attention and a visual way of informing and persuading. Besides demonstration of the goods, at exhibitions business relationships are forged, contracts are concluded, sales are organized. They also allow analyzing sales markets and consumer reactions, studying the products of competitors.

Exhibitions are classified as direct, two-way communication tools. Exhibitions perform the communicative task of informing and motivating clients, as well as conducting an active dialogue with them.