Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 14 April 2008
Length: 21 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract
Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern & Partners) and the buyer (MINI USA) and asks them to develop a sales strategy and a buying strategy for advertising services.
Size:
USD100 million; 100 employees
Other setting(s):
2005
About
Abstract
Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern & Partners) and the buyer (MINI USA) and asks them to develop a sales strategy and a buying strategy for advertising services.
Settings
Size:
USD100 million; 100 employees
Other setting(s):
2005