In chapter 5 with the discussion “the big idea” a perfect almost literal example would be “Bus And Train Wraps: “Hearse” And “Lungs”” which is an important health PSA. The big idea is to emphasis this important message. Another ad that has an important message is the ‘don’t text and drive’ campaign. It’s not on buses or trains but it is on national broadcast reaching the same audience but with a different medium.
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