Great Tans,Inc. ,uses,in its radio ads,a recording by Holly,who owns the rights,without paying for the use.Over time,the song comes to be associated with Great Tans.In Holly's suit against Great Tans,the firm is most likely liable for

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Great Tans has used Holly's recording without her permission, which is an example of appropriation, also known as the unauthorized use of someone else's likeness or property. The fact that the song has become associated with Great Tans over time only strengthens Holly's claim of appropriation.