Cancellation and reduction notices must be submitted in writing to Exhibit Management. If the balance due is not received on or before September 12, 2008, ASHG reserves the right to cancel the reservation and retain the entire deposit for space(s) reserved. ASHG agrees that Exhibitor may cancel or reduce the amount of space applied for on this agreement in writing until Friday, August 15, 2008, and that if it does so, the entire deposit will be refunded. If Exhibitor cancels this agreement or reduces the amount of space applied for after August 15, 2008, but on or before September 12, 2008, ASHG will retain 50% of total rental fee for each space reserved. No refund of the entire cost of all space reserved will be made for written notices received after September 12, 2008. Exhibiting companies that cancel after September 12, 2008 and have not paid their balance are required to pay the entire balance due.