New ABM research finds trade shows big with buyers

摘要

For b-to-b media companies that haven't ramped up their trade show division, it might be time to do so, according to a recent study released by American Business Media. Despite the increasing popularity of the Internet as an advertising vehicle, 70% of executives surveyed said they purchased or recommended the purchase of a product or service directly as a result of advertising/promotion at a trade show, according to the study. ABM commissioned Harris Interactive to research how media "end-users" (readers, event attendees and online participants) use business media in their decision-making. Harris conducted phone surveys from February to April.