Marketing Currents - Business and Marketing Current Events

Bath & Body Works drops 10-foot candle to help holiday shoppers unwind


Bath & Body Works, a market leader in candles, has announced its biggest and most beloved sale of the year is back. Offering the lowest prices of the year on its popular 3-wick candles, the highly-anticipated event is returning with an exciting product assortment and new, exclusive loyalty member perks.

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Discussion Questions:

  1. What is sales promotion?
  2. How might Bath & Body Works annual 3-wick candle sale represent an example of a sales promotion?
  3. What is advertising?
  4. Why do you think Bath & Body Works is advertising the “Candle Day” promotion during the holiday season?
  5. What are the different advertising channels?
  6. What is out-of-home advertising?
  7. Describe the out-of-home advertising discussed in this news story.
  8. Why do you think the company chose to place an out-of-home ad in New York City’s Herald Square?
  9. What is brand loyalty?
  10. How might offering early access to the sale to customers who are part of the company’s rewards program help to build brand loyalty?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.