Marketing efforts include television, radio, public relations, sponsorships, print, and outdoor advertising, as well as search engine marketing and optimization, social media, affiliate partnerships and loyalty programs.

20162015201420132012
Net advertising spending (MM)$173.7$188.5$69.5$63.0$63.7
Net advertising spending growth-7.9%171.2%10.3%-1.1%7.4%
Net advertising spending % of total revenues15.5%15.5%10.9%10.0%10.4%