definiens: shall mean, to the extent incurred, recorded and executed in connection with the AccountingStandards, Out - of - Pocket Costs for the following items, to the extent incurred in connection with advertising andpromotion of the Licensed Product in accordance with this Agreement : ( a)professional advertising ( including agency fees ) ; ( b)consumer advertising ( including agency fees ) ; ( c)Detail aids, leave - behinds and similar materials ; ( d)materials and programs for training of the Sales Force, including Launch meetings and annual sales meetings, Promotional Materials, telemarketing, symposia, conventions, Managed Markets initiatives, market research(not to exceed * * * percent ( * * * % ) of total A&P Expenses in respect to any Agreement Year ), speaker andactivity programs including medical meetings, exhibits, and direct mail, internet and other non - personalpromotion ; and 1 ( e)samples and sample alternatives of the Licensed Product and costs relating to storage and distribution ofsamples to Sales Representatives