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4. infringement of trademark, service mark or trade name, other than titles or slogans, by use thereof on or in connection with goods, products or services sold, offered for sale or advertised; or 5. knowingly incorrect description or mistake in advertised price of goods, products or services sold, offered for sale or advertised. Vill. DEFINITIONS When used in this policy(including endorsements forming a part hereto): "Alternative Dispute Resolution" means the use of arbitration or mediation. "Claim" means a demand for money or services, or the filing of suit or institution of arbitration proceedings or Alternative Dispute Resolution naming an Insured and alleging a negligent act, error, omission or Personal Injury resulting from the rendering of or failure to render Professional Services. Claim does not include proceedings seeking injunctive or other non-pecuniary relief. "Claim Expenses" means: (a) Fees charged by an attorney(s), arbitrator(s) or mediator(s) designated by the Company and all other fees, costs, and expenses resulting from the investigation, adjustment, defense and appeal of a Claim, suit or proceeding arising in connection therewith, if incurred by the Company, or by the Insured with written consent of the Company, but does not include salary charges or expenses of regular employees or officials of the Company, or fees and expenses of independent adjusters; (b) All costs taxed against the Insured in suits or proceedings and all interest on the entire amount of any judgment therein which accrues after entry of the judgment and before the Company has paid or tendered or deposited, whether in court or otherwise, but only as respects that part of the judgment which does not exceed the limit of the Company's liability thereof. Prejudgment interest iftwhere payable under this policy will be in addition to the Limits of Liability stated in the Declarations. (c) Premiums on appeal bonds and premiums on bonds to release attachments in such suits, but not for bond amounts in excess of the applicable limit of liability of this policy. The Company shall have no obligation to pay for or furnish any bond. "Damages" means compensatory judgments, settlements or awards but does not include punitive or exemplary Damages, sanctions, fines or penalties assessed directly against any Insured, the return of fees or other consideration paid to the Insured, or that portion of any award or judgment caused by the trebling or multiplication of actual Damages under federal or state law. "Insured" means any person or organization qualifying as an Insured in the "Persons Insured" provision of this policy. The insurance afforded applies separately to each Insured against whom Claim is made or suit is brought, except with respect to the Company's limits of liability. "Named Insured" means the person or organization named in Item I of the Declarations of this policy. "Personal Injury" means: (a) false arrest, detention or imprisonment, wron #iti rantry nr avirtinn other invasion of private occupancy, or malicious prosecution; (b) the public takMmagmwdMblon libel, slander or other defamatory or disparaging material, or a publication s}� `` REnEwED&AFPRoVMBY: Risk Manrgement Speoidist O5 LPL0002 05 04 17