Online marketing efforts include search engine marketing, display advertisements, referral programs and affiliate marketing. Offline marketing programs include traditional television, billboard and radio advertisements, public relations and sponsored events to increase visibility and build the brand.

20162015201420132012
Net advertising spending (MM)$363.0$254.3$242.0$214.8$336.9
Net advertising spending growth42.7%5.1%12.6%-36.2%-56.2%
Net advertising spending % of total revenues11.5%8.2%8.0%8.3%14.4%