definiens: or means those costs that are reasonably incident to the advertising and promotionof the Product in the Territory, including without limitation, costs incurred : ( i ) to develop and distribute reasonable and customary selling and A&P Materials that have been approved by the JEC relating to the use of the Product, including without limitation field literature, Direct to Consumer ( DTC ) advertising campaigns, and media / journal advertising ; provided, that any costs associated with the distribution of A&P Materials by a Party to its Sales Force Personnel shall be at such Party 's own expense and shall not be included within Advertising and Promotion Costs ; and ( ii ) to develop and implement symposia and medical educational programs and related materials, as well as Managed Care Organization ( MCO ) pull - through and promotional programs, relating to the Product ; and ( iii ) to develop and copy training / motivation and communications materials relating to the Product ; and ( iv ) to develop, conduct and obtain market research analyses and materials relating to the Product ; and ( v ) to develop and coordinate public relations for the Product, including convention costs and promotional premiums ; and ( vi ) to develop, publish, and disseminate publications relating to the Product ; and ( vii ) to obtain Product samples and ship the same to a Party 's central distribution facility ( it being understood that any costs associated with the distribution of Product samples by a Party from its central distribution facility to its own Sales Force Personnel shall be at such Party 's own expense and shall not be included within Advertising and Promotion Costs ) ; and ( viii ) to develop and conduct micro - marketing programs ( which are defined as customary dinner, lunch and other meeting programs conducted by Sales Force Personnel ) implemented by Sales Force Personnel