Dollar Tree Case Study

Dollar Tree’s first problem is that they do not allocate enough money in their advertising budget to promote an effective campaign that has the ability to produce worthwhile reach and frequency. The best media strategy for Dollar Tree is to use a pulsing technique. The pulsing strategy is an advertising timing or continuity pattern in which there is noted variation of media spending in the media schedule. A pulsing strategy is most effective because consumers use their products year round, but there are significant seasonal spikes in consumer spending around holidays, mainly Easter and Christmas. To do this, it is important that Dollar Tree maintain a moderate level of reach year round to reach its target audience. To reach the targeted audience