definiens: means the FTE costs and other direct costs actually incurred by a Party in connection withthe marketing, promotion and advertising of a Co - Developed Product, including, without limitation, costs for preparingand reproducing detailing aids, Co - Developed Product promotional Materials and other promotional materials, costs ofprofessional education, product related public relations, relationships with opinion leaders and professional societies, market research and market studies ( before and after product approval ), healthcare economics studies, and othersimilar activities directly related to the Co - Developed Products, in each case as approved by the JCC as part of theCo - Commercialization Plan and Collaboration Budget . Marketing Costs may also include, to the extent directly relatedto a Co - Development Product and actually incurred by a Party, and as approved by the JCC as part of the Co - Commercialization Plan and Collaboration Budget, ( a ) actual out - of - pocket costs for outside services and expenses(e.g ., consultants, agency fees, meeting costs, etc . ), ( b ) costs included in Exhibit F - the Key Terms of theCommercialization Activities Agreement, including without limitation costs related to the Customer - Facing ActivitiesPlan ; and ( c ) activities related to obtaining reimbursement from payers and costs of sales and marketing data, in eachcase that are not previously included as Sales Costs or in any other cost definition herein . For purposes of thisdefinition, FTE costs that are part of Marketing Costs shall be charged at the Marketing FTE rate, as described belowin the final paragraph of this Exhibit E. Marketing costs will specifically exclude the costs of activities which promoteeither Party ’s business as a whole without being specific to a Co - Development Product ( such as corporate imageadvertising )