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.

20162015201420132012
Net advertising spending (MM)$115.4$159.9$153.1$151.9$145.6
Net advertising spending growth-27.8%4.4%0.8%4.3%31.6%
Net advertising spending % of total revenues4.7%6.1%5.7%5.9%5.6%