Advertising includes rewards programs; direct marketing activities including direct mail, e-mail and localized calling campaigns; online efforts including paid search, banner marketing, affiliates and search engine optimization; national print and broadcast advertising; social media marketing; and outreach programs.

20152014201320122011
Net advertising spending (MM)$159.9$153.1$151.9$145.6$110.6
Net advertising spending growth4.4%0.8%4.3%31.6%27.4%
Net advertising spending % of total revenues6.1%5.7%5.9%5.6%5.0%