2.2.0.25falsefalse1050 - Disclosure - Advertising Coststruefalsefalse1falsefalseUSDfalsefalse1/31/2010 - 1/29/2011
USD ($)
USD ($) / shares
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<p style="FONT-FAMILY: arial; TEXT-ALIGN: justify"><font color="#F20017" size="2"><b>5. Advertising Costs </b></font></p>
<p style="FONT-FAMILY: arial; TEXT-ALIGN: justify"><font size="2"> Advertising costs are expensed at first showing or distribution of the advertisement and were $1,292 million in 2010, $1,167 million in 2009 and $1,233 million in 2008. Advertising vendor income that offset advertising expenses was approximately $216 million, $179 million and $188 million in 2010, 2009 and 2008, respectively. Newspaper circulars and media broadcast made up the majority of our advertising costs in all three years. </font></p></td></tr></table>
5. Advertising Costs
Advertising costs are expensed at first showing or distribution of the advertisement andfalsefalsefalsefalsefalseOtherus-types:textBlockItemTypestringDescribes an entity's accounting policy for advertising costs. For those costs that cannot be capitalized, discloses whether such costs are expensed as incurred or the first period in which the advertising takes place. For direct response advertising costs that are capitalized, describes those assets and the accounting policy used, including a description of the qualifying activity, the types of costs capitalized and the related amortization period. An entity also may disclose its accounting policy for cooperative advertising arrangements.Reference 1: http://www.xbrl.org/2003/role/presentationRef
-Publisher AICPA
-Name Statement of Position (SOP)
-Number 93-7
-Paragraph 49
Reference 2: http://www.xbrl.org/2003/role/presentationRef
-Publisher FASB
-Name Emerging Issues Task Force (EITF)
-Number 02-16
-Paragraph 6
falsefalse12Advertising CostsUnKnownUnKnownUnKnownUnKnownfalsetrue
