The company primarily utilizes public relations to generate "earned media" story placement in local, regional and national media, as well as a loyalty program, email and social media.

20172016201520142013
Net advertising spending (MM)$14.5$13.3$11.7$10.8$10.1
Net advertising spending growth9.0%13.7%8.3%6.9%11.0%
Net advertising spending % of total revenues0.7%0.7%0.6%0.7%0.7%