definiens: means costs identifiable to the advertising, promo tion and marketing of the Product in the United States, and related professional education, in each case to the extent incurred specifically with resp ect to the Product ( and to the extent not performed by Sales Representatives ), including : a. Advertising, which includes costs associated with media costs, direct mails, production expenses, agency fees, an d medical congresses and meetings ; b. Promotion, which includes costs associated with professional samples, reimbursement of patient assistance programs, public relations and communications expen ses, development of information and data for nation al accounts, managed care organizations and group purchasing organizatio ns ; c. Market Research, which includes costs associated with market infor mation, focus groups, and market research professional staff and related out - of - pocket costs such as travel, business meals, and training ; d. Marketing Management, which includes the costs of Product management ac tivities ; e. Reimbursement / Access Services, which includes costs incurred to manage marketing programs, marketing costs ( educational material ) as well as coupon or co - pay programs directly attributable to the Product ; and f. Health Policy / Advocacy, which includes costs reasonably necessary and ide ntifiable to the Product, such as Advocacy sponsorships for the Product ’s specific di sease state as well as any specific policy lobbying and trade and government relations related expenses, in each case to the extent attributable to and specifically con ducted with respect to the Product