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Texas has a lot at stake

The authors concluded that the buses exterior advertising should be compatible to both market segments but that interior advertising should specifically address this [Black] group. A multibillion-dollar lawsuit in 1998 against the countrys four largest cigarette makers severely curbed how the industry could advertise

For example, prizes were offered to consumers: the purchase of cigarettes offered smokers a chance to win a horse or a cow

Research conducted by Philip Morris in the 70s found that the smoke from Marlboro Light cigarettes was actually more likely to cause the DNA damage that can ultimately lead to cancer The trial court found that Green's motivation to quit smoking was lowered because she believed Phillip Morris' efforts that light cigarettes were healthier