The objective of the research is to study and create methods of effectiveness analysis of fairs and exhibitions on the basis of exhibition activities of "Alutech" group of companies, and to suggest areas for improvement as well.Research methods of the thesis are comparative analysis, economic and mathematical methods, expert estimations and questioning.In order to study the topic was held research on features of planning and organizing exhibition activity at the enterprise, assessment of planning and organizing exhibition activity of 《Alutech》 group of companies, effectiveness analysis and potential risks assessment of exhibition activities of the company, specific improvement recommendations and new methods of effectiveness analysis of exhibition activities.As a result of research work were developed such scientific novelties as a form of working hours plan for exhibition events; form of effectiveness analysis of participation in fairs and exhibitions, which was created to carry out the complex analysis of results of participation in exhibition events; range of special PR-activities; plan schedule of preparations for 《MosBuild-2014》 with indicating duty holders and actual activity completion dates. One of the most conceptual innovation of developed exhibition project is creating a double-deck stand and special structure for ocular demonstration of manufactured products.Area of possible practical application is planning and organizing of exhibition activity of large-scale enterprises.All of recommendations were taken into consideration by marketing and advertising departments of 《Alutech》 group of companies, were tested in practice and have already proved their effectiveness.Developed improvement recommendations will simplify, specify and clarify the procedure of analysis of effectiveness of exhibition projects, foster brand loyalty of the company, that, in turn, will allow to strengthen competitive positions of the company on the market.It should be noted that given computational and analytical materials correctly and objectively reflect the condition of the investigated process, and all the theoretical and methodological terms and concepts that are borrowed from literature and other sources are accompanied by references to their authors.