If Logistics is a commodity service defined by price, what are the providers selling and what are the shippers really buying ?

Your question need to be further clarify. However, what I have understand, try to respond. They (shippers) are asking for smooth, safe and on time logistics  of their products on the destination. Hence service providers are asking for their service cost.

The company is and he shippers are 3rd parties.

 

You may be right since someone has to reach the advertising cost in one way or another but advertisement is necessary because it makes customers aware of a new product on market and increases the company income (Input ) Thank you for asking!