Just in case your customers haven't heard how much cheaper they can buy merchandise through alternative formats, some low-price specialists are cranking up the volume. Dollar Tree, Chesapeake, Va., one of the country's fast-growing dollar chains, has begun ramping up its television advertising. Others in the low-price arena are also trying to make a bigger splash on the airwaves. One facet of low-price specialists' success is their lack of spending on advertising. In Dollar Tree's case, ...

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