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.

20172016201520142013
Net advertising spending (MM)$330.1$304.9$276.3$248.7$223.9
Net advertising spending growth8.3%10.4%11.1%11.1%11.4%
Net advertising spending % of total revenues3.8%3.8%3.8%3.6%3.6%