An advertising agency hired by a congressional candidate to develop the advertising program is an example of what type of marketing?

The advertising agency hired by a congressional candidate exemplifies services marketing because it provides intangible services rather than physical products. Services marketing focuses on promoting and selling services which are often characterized by their intangible nature, meaning they cannot be touched or owned like a tangible product.

In the context of a congressional candidate, the agency's role involves crafting messages, managing media relations, and executing advertising campaigns to influence voters, all of which are service-oriented tasks designed to enhance the candidate's public perception and reach. This aligns with the principles of services marketing, where the emphasis is on the delivery of a service that supports a client’s goals rather than the sale of a physical item.

Other options, such as product marketing, brand marketing, and digital marketing, each focus on different aspects. Product marketing centers around tangible goods, brand marketing emphasizes the building of brand identity and perception, and digital marketing pertains to online channels and strategies. In contrast, this scenario specifically showcases the delivery of marketing services for a political campaign, making services marketing the most appropriate classification.