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Youve come a long, long way. Within a year of the opening of this campaign of liberation, the sale of Virginia Slims rose to four and a half billion cigarettes, or two hundred and twenty-five million packs

Retrieved 2006-07-16

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Miller Professor of Communication at the Annenberg School, says that these phrases and words can activate beliefs about the brand that are not specifically discussed in the ads themselves, ultimately misleading consumers. While other studies have been conducted about the marketing of NAS cigarettes, this study is one of the first with a rigorous experimental design, allowing for evidence that shows a causal connection between NAS advertising and consumer beliefs