I was in the same situation when negotiating a couple months back. In my situation, they included an Advertising Charge (labeled as "PDI" or "BSI" or some b.s. term) of $385. Without going into whether it is a legitimate dealer invoice cost which should be passed onto the dealer, or whether it part of the dealership's normal cost of doing business/operating expense, I just ignored it for purposes of negotiation and considered the invoice price without the $385 charge. At most I'd be willing to split half of it.