The move follows feedback from exhibitors and visitors, which indicated that promotional marketing is an increasingly important part of the marketing mix, directed at a range of target audiences. According to Reed Exhibitions, the move formalises the presence of promotions and incentives at the show.
The section is likely to include a specific exhibition area, as well as a seminar programme covering research on the discipline.
Darren Whitehead, exhibition director of the IDMF, said: "Promotional marketing is being used in a variety of ways, and has moved on from its original role of pure sales promotion. It is being used to affect behaviour and to reward, remind or inspire specific audiences."
The dates for the 2006 IDMF are May 9-11 and the venue is Earls Court 2.
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