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Since Marlboro is going to be Philip Morris & Company's major entry in the popular-priced filter field, the advertising must stand out and be remembered in a field distinguished by conflicting and very similar claims." Burnett's conclusion from Roper's research was direct: emphasizing filter technology would only reinforce the anxiety it was meant to ease

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Or so scientists thought

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They are not accidentally placing shiny adverts on a platform that have a vast percentage of its users as Gen Z or young millennials. Paid promotion by Kenyan influencers gave the Lyft brand a glamorous, aspirational appeal