Currently, I am negotiating the purchase price of a 2002 Camry with a dealer in Florida. I offered him $300 below the Edmunds TMV for this vehicle, and he indicated that Edmunds had incorrectly omitted a $565 advertising charge that dealers in the Southeast US are invoiced for each vehicle. He said that to come up with a true TMV, I needed to add back this fee. At first, I thought this was just another attempt to add profit to the bottom line. However, I looked at Kelley Blue Book and they indicated that there is an advertising fee for dealers in the SouthEast. However, the way it is described by Kelley Blue Book is very confusing. I can't believe that only dealers in the Southeast would be burdened with this $565 charge. Also, I can't believe that Edmunds wouldn't have included this component when their analysts came up with a TMV for this area. Any insight would be greatly appreciated.