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Every counter display, every shelf talker, every die-cut sign suddenly carried enormously more strategic weight than it had a year before

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It also explains why signs like this exist at all in such dimensional, elaborate form: just a few years earlier, the Public Health Cigarette Smoking Act of 1970 had banned cigarette advertising from American television and radio outright, effective January of 1971. With the airwaves closed off overnight, tobacco companies redirected enormous advertising budgets into print, packaging, and exactly this kind of point-of-sale counter display the last remaining stage where a brand could still perform in three dimensions in front of a live customer

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