This will be a very short reply.
1) "Usually" after a stock splits, they tend to go up, since it appears cheaper and more affordable. Not always, but usually. There are no absolutes in the market.
http://finance.zacks.com/stock-price-typically-up-after-forward-split-1189.html - Another link. Not sure why I'm posting links, but this will surely be the last one. I must have way too much time on a Sunday.
2) Buy and hold until time immemorial is fine in the beginning of a bull market, but "fools gold" during the late stage. Can't time the market is the notion espoused by FA's, mutual funds and brokerage firms who want a fee for managed assets.
3) If I own ABC stock valued at $100. On the ex-div date, for a $2.50 dividend, the stock immediately decreases to $97.50 to reflect my dividend. Irrespective of the stock going up or down, my stock value has reduced by $2.50 to reflect the dividend. How is that free for me? Cash exits the balance sheet, stock goes down. Now, it may go up higher to mask my dividend payout, but it will always be $2.50 less, regardless if it goes up or down.
http://groupssa.com/dividendsarenotfreemoney.html - By the way, one of the things I dislike most about online forums is this incessant need to post links to back up the veracity of a point. But, here's one which illustrates what I'm trying to articulate if you're the sort who gives more credence to online links.
There are no absolutes, even if it's taken from the that sagely publication Investopedia, or whatever.