TEMPUR-PEDIC INTERNATIONAL INC. Lexington, Kentucky; Mattress Maker Spreads The Word Through Aggressive Marketing.(THE NEW AMERICA)

Byline: MARILYN MUCH

Marketers shell out big bucks on advertising to make consumers aware of their brands.

In 2004, U.S. ad spending for all media rose 9.8% from the prior year to $141.1 billion, according to TNS Media Intelligence/CMR. That came on top of a 6.1% gain in 2003.

Tempur-Pedic might not be one of the nation's huge ad spenders, but its marketers are trying to build brand awareness by upping the ante yearly.

The company makes and distributes temperature-sensitive mattresses and pillows made from a pressure-relieving viscoelastic foam material. It sells its products in 60 countries under the Tempur and Tempur-Pedic brands.

Though it's not a household name, it aims to get there over time.

To get the word out, Tempur-Pedic spends 11% to 12% of its annual sales on U.S. multimedia advertising, says Chief Financial Officer Dale Williams.