just need chapters 5 and 6

Chapter 5: "How to Read A Sign" 1. When asked what he thought about a sign proposed, the author responded, "Gee, I don't know what I think." Why? 2. What are some objectives needed of a sign? 3. What are some "neglected" location opportunities for sign placement? 4. What was discovered to be the "social composition" of the typical fast-food customer? What are the implications of this? 5. What was found with respect to how Subway could most effectively convey its claim of lower fat content? 6. What does the author suggest about a possibly better placement of CNN Airport network monitors in airports? 7. The author reports that a "renaissance" in signs is occurring. Discuss why the author believes this? Chapter 6: "Shoppers Move Like People" 1. How is the "smart" store designed? Why? 2. What is the significance of the "inevitable right turn?" Does this phenomenon have a "local" effect? Explain your answer. 3. How should window displays be aligned? Why? 4. What is the "capture" rate, and what is its significance? 5. Discuss the author's recommendations for packaging 6. What is the "boomerang" rate, and what is its significance? 7. What does the author suggest about changing the merchandise placed in the front of the store several times a day