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.
|Net advertising spending (MM)||$360.5||$380.6||$384.2||$333.0||$253.8|
|Net advertising spending growth||-5.3%||-0.9%||15.4%||31.2%||3.3%|
|Net advertising spending % of total revenues||5.8%||5.9%||5.9%||5.8%||6.0%|
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