The marketing strategy primarily consists of mass media advertising such as radio and national cable television, direct mail marketing supporting catalog and ecommerce operations, and email promotion to customers who have previously made a purchase or information request.

20132012201120102009
Net advertising spending (MM)$78.8$89.8$76.2$63.0$55.2
Net advertising spending growth-12.2%17.8%21.0%14.1%8.2%
Net advertising spending % of total revenues7.6%8.6%7.8%7.3%7.2%

Notes:Includes advertising, display, list rental and Internet advertising costs, as well as catalog production costs