which come to Pretzel Time's attention and, at Franchisee's request but without any liability therefore to Pretzel Time, Pretzel Time shall furnish to Franchisee guidance in connection with: (i) Methods, standards, specifications and operating procedures utilized by Pretzel Time Units; (ii) Purchasing required fixtures, furnishings, equipment, signs, Products, materials and supplies; (iii) Advertising and Promotional programs; (iv) Employee training; and (v) Administrative, bookkeeping, accounting and general operating and management procedures. Such guidance shall, in Pretzel Time's discretion, be furnished in the form of Pretzel Time's Operations Manual, bulletins and other written materials, electronic computer messages, telephone conversations and/or consultations at Pretzel Time's offices or at the Unit. Pretzel Time will make no separate charge to Franchisee for such operating assistance as Pretzel Time customarily provides. From time to time, Pretzel Time may make special assistance programs available to Franchisee, however, Franchisee will be required to pay the per diem fees and charges that Pretzel Time establishes from time to time for such special assistance programs. 11. ADVERTISING AND OTHER PROMOTIONS. 11.A. PROVIDING OF ADVERTISING MATERIALS. Franchisee and Pretzel Time agree and recognize the value of uniform advertising to the goodwill and public image of Pretzel Time Units. Pretzel Time has instituted and maintains and administers an advertising fund for such advertising or public relations programs as Pretzel Time, in its sole discretion, may deem necessary or appropriate to advertise or promote the Pretzel Time System, nationally or regionally. Pretzel Time will periodically provide Franchisee with programs, promotional concepts, and other information designed to enhance the operation of the Franchise. In addition, Pretzel Time may provide optional special promotions from time to time which will be at Franchisee's cost, which may be mandatory. At its initial opening, Pretzel Time, at Franchisee's expense, shall designate and supply an initial quantity of forms,