Advertising
Approximately 60% of the advertising budget is spent on broadcast media, approximately 25% is spent on print media and approximately 15% is spent on online advertising including search engine marketing. The company also utilizes social media and public relations to build awareness and engage with consumers.
| 2015 | 2014 | 2013 | 2012 | 2011 | |
|---|---|---|---|---|---|
| Gross advertising spending (MM) | $223.0 | $167.0 | $114.4 | $92.4 | $64.1 |
| Gross advertising spending growth | 33.5% | 46.0% | 23.8% | 44.1% | 49.8% |
| Vendor allowances (MM) | $12.4 | $11.7 | $9.1 | $5.2 | $3.9 |
| Vendor allowances growth | 6.0% | 28.6% | 75.0% | 33.3% | 5.4% |
| Net advertising spending (MM) | $210.6 | $155.3 | $105.3 | $87.2 | $60.2 |
| Net advertising spending growth | 35.6% | 47.5% | 20.8% | 44.9% | 54.0% |
| Net advertising spending % of total revenues | 8.3% | 8.6% | 8.7% | 8.7% | 8.6% |