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.

20152014201320122011
Net advertising spending (MM)$188.5$69.5$63.0$63.7$59.3
Net advertising spending growth171.2%10.3%-1.1%7.4%8.8%
Net advertising spending % of total revenues15.5%10.9%10.0%10.4%10.1%