Controller: Did you see my report on last year’s expenses? CFO: I did. We really had a 1 ______ ______ in overall variable expenses, didn't we? Controller: Yes, we did. How do you feel about that? CFO: Well most of it is pretty 2 _______ _______ but the advertising... how could it go up so much? Controller: Yeah, that's a pretty 3 ________ __________. CFO: No kidding. From $10,000 to $30,000- that's huge! Controller: Well, TV advertising is expensive, but 4 ___ _______ _____. CFO: That's true. I think the 5 ________ __________ covered the expense. Controller: It did. And it 6 ______ _______ _____ that we were able to increase our 7 _____ _______.