Marketing channels include television, digital media (desktop, mobile and social), radio, print, catalog, direct mail, telephone marketing, point of sale signage and in-store displays. A significant majority is focused on national television advertising, which is used to promote the Kay and Jared store brands. Advertising is concentrated ahead of holiday periods: Christmas, Valentine's Day and Mother's Day.

20172016201520142013
Net advertising spending (MM)$380.6$384.2$333.0$253.8$245.8
Net advertising spending growth-0.9%15.4%31.2%3.3%17.8%
Net advertising spending % of total revenues5.9%5.9%5.8%6.0%6.2%

Notes:Reflects acquisition of Zale Jewelers in FY 2015; advertising spending by division was as follows for fiscal 2015: Sterling Jewelers - $246.6 million; Zale - $64.6 million; UK - $21.8 million