The second reason is that if you can track the success of advertising, especially if you can follow sales leads, then marketing ceases tobe just a cost-centre, with an arbitrary budget allocatedto it.
The rule also established reforms for cost allocation, most notably that costs allocatedto a transmission facility must be roughly commensurate with estimated benefits.
As well as supporting artists with the cost of performing at the Fringe, money can also beallocatedto help Scottish artists or performing companies take up international touring opportunities arising from the Fringe.