Advertising primarily consists of printed newspaper circulars, used extensively on a weekly basis to advertise featured items. This is supplemented by radio, television, email, online, the website, social media and mobile, as well as the "Weis Club Preferred Shopper," loyalty card program which allows customers to receive discounts, promotions and rewards.

20162015201420132012
Gross advertising spending (MM)$26.3$23.1$24.6$23.5$23.5
Gross advertising spending growth13.9%-6.1%4.7%0.0%-4.9%
Vendor allowances (MM)$19.1$17.1$16.0$16.0$16.4
Vendor allowances growth11.7%6.9%0.0%-2.4%-9.9%
Net advertising spending (MM)$7.2$6.0$8.6$7.5$7.1
Net advertising spending growth20.0%-30.2%14.7%5.6%9.2%
Net advertising spending % of total revenues0.2%0.2%0.3%0.3%0.3%

Notes:Vendor allowances consist of vendor paid cooperative advertising credits which are netted against advertising costs