The sale of an intangible such as advertising services is a difficult task. The first step is to understand how brands to buy these services. What are you searching? What they need to learn? How they think about things like assessing creativity, trust and loyalty go? This set of cases is that students in the roles of the seller (an advertising agency called Butler, Shine, Stern and Partners) and the buyer (MINI USA) and asks them to develop a marketing strategy for advertising services. As outline … Read more »

The sale of an intangible such as advertising services is a difficult task. The first step is to understand how brands to buy these services. What are you searching? What they need to learn? How they think about things like assessing creativity, trust and loyalty go? This set of cases is that students in the roles of the seller (an advertising agency called Butler, Shine, Stern and Partners) and the buyer (MINI USA) and asks them to develop a marketing strategy for advertising services. As in (B) described case, the agency developed a fascinating and original approach to the evaluation of the intangible and students are asked to respond to it from a sales perspective and try to generalize the approach to other areas of sales.
To maximize their effectiveness, color cases should be printed in color.
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David B. Godes
Source: Harvard Business School
21 pages.
Release date: 07 December, 2007. Prod #: 508041-PDF-ENG
MINI USA: Looking for a new advertising agency (A) HBR case solution