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scheme, and the increased demand to buy cigarettes in order to collect entire sets of baseball players was exploited by marketers. Early endorsements of this kind didn't always have the permission of the celebrities to use their image. In the 1930s the trend was toward athletes, such as with Babe Ruth's paid endorsement of Red Rock Cola. By 1945, the trend changed to movie stars. In 1965 when color television was introduced, television personalities and entertainers became

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