Sale of intangible services, such as advertising is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What they need to learn? How they go about assessing things like creativity, trust and loyalty? This set of cases puts students in the role of the seller (the name of the advertising agency Butler, Shine, Stern & Partners) and the buyer (MINI USA) and asks them to develop strategies for sales and purchasing strategies of advertising services.
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by David B. Godes Source: Harvard Business School 21 pages. Publication Date: December 7, 2007. Prod. #: 508043-PDF-ENG
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