definiens: means with respect to Launched Collaboration Products : ( a ) the direct employment costs ( including wages, cash and non - cash benefits and cash incentive compensation, training, travel, auto ) of representatives, district managers, regional managers and national sales managers specifically assigned to the promotion of the Launched Collaboration Products together with other direct costs covering in - market promotional meetings organized by sales representatives, in - market promotional speaker programs and in - market promotional sponsorships specifically relating to the Launched Collaboration Products ( in cases in which a particular sales organization is assigned to promote multiple products, the costs for that organization may be allocated among its promoted products based upon proportion of time spent promoting each Launched Collaboration Product ) ; ( b ) the direct costs arising from the development and 2 CONFIDENTIAL TREATMENT REQUESTED production of advertising materials for the Launched Collaboration Products, as well as associated media buying costs, including sales force detail materials, non­sales force direct to health care professional promotion as part ofGSK 's multi­channel strategy ( for example, use of digital media ), and DTC ( direct to consumer ) campaigns ; and ( c ) costs associated with product samples, in each case as recorded in accordance with [COMPANY] 's accounting policies targeted to reflect actual cost and systems consistently applied across the time periods that are being compared . The foregoing shall not include promotional expenditure not directly attributable to the Launched Collaboration Products