The company uses a variety of broad-based and targeted marketing and advertising strategies, including mass marketing programs such as direct mail, e-mail marketing, targeted magazine advertisements, catalogs/rotos and other inserts in national or local newspapers, national television and radio, targeted door-to-door distribution, direct mailings to loyalty program members and in-store marketing. The biggest single piece of advertising is the 'The Great Big Toys "R" Us Book" promotional catalog release, which is distributed through direct mail, newspapers and in-stores during the fourth quarter holiday selling season. The company also utilizes social and digital media.
|Net advertising spending (MM)||$330.0||$326.0||$379.0||$433.0||$449.0|
|Net advertising spending growth||1.2%||-14.0%||-12.5%||-3.6%||-7.0%|
|Net advertising spending % of total revenues||2.9%||2.8%||3.1%||3.5%||3.3%|