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This case allows students to understand the function of trade shows and its role within the communications mix of a company. The case presents major elements of trade show management such as objectives, selection of events, and evaluation of activities. It also questions the necessity of a shift in the communication budget and thus tackles the issue of communication effectiveness (and efficiency). How should, and can, trade shows be evaluated and compared to other communications instruments? Basically, the case addresses the question of how the market would react to the withdrawal of Avago Technologies, a leading supplier of semiconductors for the mobile communication industry, from a major international trade fair and which options are available for the company to prevent negative market reactions. The case includes a detailed teaching note. It can be used with both undergraduate and graduate students. Its has been used successfully on the following courses: (1) marketing; (2) international marketing; and (3) business communications.