The blue packaging of the "True" cigarettes and the slightly blue background gives a sense of security and authority to the ad, while the white is used to parallel the claim that "True" cigarettes are the cleanest (having the lowest tar levels) cigarettes
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This is meant to reduce the smokers exposure to harmful chemicals
All respondents who gave another answer than definitely not to any of these questions were categorised as susceptible to smoking
Sustainability integration strengthens competitive positioning
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