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1. Changeable message signs are billboards that vary the advertising message on a schedule of every 4 to 10 seconds. What, in your opinion, is the value of this technology to the advertiser, and what are the potential hazards to society? 2. The Outhouse Springs bottled water case illustrated an effective application of billboard advertising. With reference to the material on “buzz generation” covered in Chapter 7, what is it about this particular campaign that may make these results atypical and thus unrepresentative of more mundane products advertised via billboards?


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