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, literature, display, and promotional materials. Pretzel Time, in consideration of the Advertising Fund Fee, shall periodically provide Franchisee with camera ready advertising materials. Multiple copies of advertising materials will be furnished to Franchisee for an additional fee, including any related shipping, handling and storage charges. 11.B. CONTROL OF ADVERTISING PROGRAMS AND CONCEPTS. Pretzel Time shall direct all such programs, with sole discretion over the creative concepts, materials, endorsements, and media used therein, and the placement and allocation thereof. The manner, media and cost of such advertising, public relations and promotional mailings shall be solely and completely within the discretion of Pretzel Time. Pretzel Time shall have the right to determine, in its sole discretion, the target and market areas for the development and implementation of such programs. Pretzel Time may expend, disburse and use funds from the Advertising Fund, in its sole discretion, for the following purposes: (1) The creation and development of nonlocal advertising, promotional campaigns, and public relations to promote and enhance the value of the Service Marks and the business of all the Pretzel Time retail establishments; (2) Payments to Pretzel Time of such reasonable sums as may be necessary for actual costs of advertising production, direct 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