During this time, Dustin has developed marketing and sales strategies from researching the franchise marketing landscape – turning raw data into real results for the brands he has represented. Commercial liability insurance helps a business owner if a customer is injured at the property and sues for his medical care. Coverage extends to hospital and doctor costs, as well as defense costs. It can also benefit the business if there is ‘advertising injury’ related to claims such business plan as copyright infringement, libel and defamation. Obviously, heavy expenditures on advertising, introductory promotions such as sampling and couponing, and personal selling efforts all can increase awareness of a new product or service among potential customers. This is the critical first step in the adoption process for a new entry. The relative importance of these promotional tools varies, however, depending on the nature of the product and the number of potential customers.