Marketing efforts include a diverse mix of traditional advertising, as well as social media, digital and mobile, event and music sponsorships, product placements, personal sponsorships and endorsements, and street-level and similar targeted viral marketing activities.

20162015201420132012
Net advertising spending (MM)$284.0$276.4$272.8$274.0$260.4
Net advertising spending growth2.7%1.3%-0.4%5.2%-17.0%
Net advertising spending % of total revenues6.2%6.1%5.7%5.9%5.6%