Cigarette advertisements flourished before the 1970s, and producers still had to overcome the fact that cigarettes will eventually kill the customers. Also, brand loyalty in the tobacco industry is extremely high. This makes it nearly impossible to convince a smoker to change to a “better” tobacco brand after he or she has a favored one. No wonder thus, marketing competition in this field was awfully fierce in the 20th century. Succeeding in such a difficult environment requires an outstanding marketing approach. So the winner of the game might be a very good example to learn from. The interesting question is how exactly did Marlboro get out of this advertising game as the biggest winner of the tobacco industry?
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