Historically, the company's marketing strategy consisted primarily of newspaper advertising, direct mail and seasonal local and national television and radio campaigns. Lately, the advertising mix has shifted to include more digital marketing and brand-building campaigns including loyalty programs.

20162015201420132012
Net advertising spending (MM)$304.9$276.3$248.7$223.9$201.0
Net advertising spending growth10.4%11.1%11.1%11.4%7.3%
Net advertising spending % of total revenues3.8%3.8%3.6%3.6%3.4%