The company utilizes a mix of: regional radio stations, primarily country music channels; television spots to create awareness in new markets and occasionally help support grand openings of new stores; direct mail; email, social media and event sponsorships.

Net advertising spending (MM)$25.5$24.7$22.0$11.5$11.3
Net advertising spending growth3.2%12.3%91.3%1.8%59.2%
Net advertising spending % of total revenues3.8%3.9%3.9%2.9%3.3%