Dan Dancy, director of marketing for the American Public Works Association, is one of the increasing number of show marketing managers who are turning to online advertising to help drive trade show attendance. For the first time, he spent about 10 percent of his show's marketing budget on online advertising for his group's annual 100,000-square-foot-show, held in September this year in Philadelphia.

To tap potential registrants outside of its membership, Dancy bought a package of onli

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