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 and Partners) and the buyer (MINI USA) and asks them to develop strategies for sales and purchasing strategies of advertising services. As indicated in (B) case, the agency has developed an intriguing and original approach to the valuation of intangible assets, and students are asked to respond to it in terms of sales and try to generalize the approach to other areas of sales.
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by David B. Godes Source: Harvard Business School 8 pages. Publication Date: December 7, 2007. Prod. #: 508042-PDF-ENG
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