In addition to the use of ecommerce, mobile marketing, social networking and catalogs, the company uses a combination of promotional events, traditional advertising and media programs, as well as sponsoring sportsmen and women advocacy groups and wildlife conservation organizations, fishing tournaments and other related habitat and wildlife conservation activities.

20162015201420132012
Gross advertising spending (MM)$233.0$239.2$240.0$210.8$204.5
Gross advertising spending growth-2.6%-0.3%13.8%3.1%9.3%
Vendor allowances (MM)$4.0$3.8$3.6$2.6$3.0
Vendor allowances growth5.4%6.5%35.9%-14.0%231.8%
Net advertising spending (MM)$229.0$235.5$236.4$208.2$201.5
Net advertising spending growth-2.7%-0.4%13.6%3.3%8.2%
Net advertising spending % of total revenues5.5%5.9%6.5%5.8%6.5%