U.S. company VCGH, Inc. uses a variety of highly targeted methods to reach its customers, including local radio, billboard trucks, Internet, newspaper and magazine advertisements, and professional sporting events. Its advertising and marketing expenses decreased by approximately 3.9% to US$2,805,260 from US$2,921,327 over the year ended December 31, 2008. Advertising and marketing expenses were approximately 5.1% of their total revenues in 2009 and 2008. The decrease was attributed to a shift in advertising, including using billboard trucks for mobile advertising versus leasing fixed billboard signs. By contrast, in public filings with the U.S. Securities and Exchange Commission (SEC), Rick's Cabaret International reported an increase in its advertising budget from US$2,231,005 in 2008 to US$8,091,745 in 2009, growing from 3.9% to 10.8% of total annual revenue.