The key answer of exercise 2

a)

1. Know your audience
2. Choose the right spark
3. Emphasise the spark
4. Create a meme
5. Check for copycats

b)

1. T
2. F (Even if you want it to have universal appeal, you still need to consider your audience.)
3. F (It can have limited appeal.)
4. T
5. F (You need to promote it - 'turn up the volume' here refers metaphorically to talking about it a lot.)
6. T

c)

1. c
2. e
3. a
4. d
5. b