Marketing efforts include weekly promotional flyers; radio, television, newspaper, magazine and online advertising; event and sports sponsorships; and social media.

20142013201220112010
Net advertising spending (MM)$300.3$295.6$266.6$247.9$280.6
Net advertising spending growth1.6%10.9%7.5%2.3%N/A
Net advertising spending % of total revenues3.1%3.2%3.0%3.1%3.0%

Notes:The company reports in Canadian dollars, and eMarketer converts all figures to US dollars using the average daily noon buying rate for cable transfers in foreign currencies as certified for customs purposes by the Federal Reserve Bank of New York for 2014, which was 1.1043 CAD per USD