mail purchases, and other media marketing tools; (3) Payment of salaries and benefits for staff personnel in the marketing and public relations department as well as other administrative costs and overhead expenses of the department incurred by Pretzel Time; (4) The costs of employing advertising, marketing, public relations and promotion agencies to assist in preparing and conducting media programs and activities and supporting public relations, market research and other advertising, promotion and marketing activities; (5) Market research expenditures related to the development and evaluation of the effectiveness of advertising and sales promotion; and (6) Costs of organizing and providing facilities for international, national, or regional franchisee conferences. Franchisee understands and acknowledges that the Advertising Fund is intended to maximize recognition of the Marks and patronage of Pretzel Time Units. Although Pretzel Time will endeavor to utilize the Advertising Fund to develop advertising and marketing materials and programs and to place advertising that will benefit all Pretzel Time Units, Pretzel Time undertakes no obligation to ensure that expenditures by the Advertising Fund in or affecting any geographic area are proportionate or equivalent to the contributions to the Advertising Fund by Pretzel Time Units operating in that geographic area or that any Pretzel Time Units will benefit directly or in proportion to its contribution to the Advertising Fund from the development of advertising and marketing materials or the placement of Advertising. 11.C. SEGREGATION OF ADVERTISING FUND. Pretzel Time herein agrees to administratively segregate the Advertising Fund on its books and records. Fees paid by Franchisee into the advertising fund shall not under any circumstance be used for the general operating expenses of Pretzel Time but shall and will be used exclusively for advertising as outlined herein. Pretzel Time may spend in any fiscal year an amount greater or less than the aggregate