Looking at one of my Zen Cart installations using admin>tools>developers tool kit, I found
Code:
Line #21 : define('HEADER_SALES_TEXT', '<h1>Sales Message Goes Here</h1>');
in includes/languages/english/classic/header.php
If you are going to change it, save the changed copy in the correct folder for your templates, not in /classic.
Try searching in the admin for the literal (I usually use the search box at the bottom of the screen).
The header.php you posted has
Code:
define('HEADER_SALES_TEXT', 'TagLine Here');
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