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The number of 1s needed to represent an Integer using only additions, multiplications, and parentheses are called the integer's complexity. For example,

References
Guy, R. K.  ``Expressing Numbers Using Just Ones.''  §F26 in 
  Unsolved Problems in Number Theory, 2nd ed.  New York: Springer-Verlag, p. 263, 1994.
 
Guy, R. K.  ``Some Suspiciously Simple Sequences.''  Amer. Math. Monthly 93, 186-190, 1986.
 
Guy, R. K.  ``Monthly Unsolved Problems, 1969-1987.''  Amer. Math. Monthly 94, 961-970, 1987.
 
Guy, R. K.  ``Unsolved Problems Come of Age.''  Amer. Math. Monthly 96, 903-909, 1989.
 
Rawsthorne, D. A.  ``How Many 1's are Needed?''  Fib. Quart. 27, 14-17, 1989.
 
Sloane, N. J. A.  Sequence
A005245/M0457
in ``An On-Line Version of the Encyclopedia of Integer Sequences.''
http://www.research.att.com/~njas/sequences/eisonline.html and Sloane, N. J. A. and Plouffe, S.
The Encyclopedia of Integer Sequences.  San Diego: Academic Press, 1995.