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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 15: The Calling of Philip Morris.

Multiple Choice Questions

1. Besides citing and lending credence to the infamous dog study, Surgeon General Jesse Steinfeld noted new data showing smoking side effects such as what?
(a) Low birth weight and late delivery of babies born of women who smoked during pregnancy.
(b) Low birth weight and premature delivery of babies born to women who smoked during pregnancy.
(c) High birth weight and late deliver y of babies born to women who smoked during pregnancy.
(d) High birth weight and premature delivery of babies born to women who smoked during pregnancy.

2. While health concerns _________, some smaller cigarette companies start devising ways to use the public apprehension to their advantage.
(a) Declined.
(b) Rose.
(c) Became unsteady.
(d) Became stagnant.

3. What does the tobacco industry cunningly use the tax--which doubled from eight to sixteen cents--to do?
(a) Encourage more people to begin smoking.
(b) Lower the cost of cigarettes and selling more cigarettes in the process.
(c) Increase its prices significantly more than the amount of the actual increase - giving them more profit.
(d) Sell more packs of cigarettes.

4. On what does The American Cancer Society sponsor smoking research in 1967?
(a) Poodles.
(b) Chihauhaus.
(c) Beagles.
(d) Dalmatians.

5. When does RJR general council Henry Ramm urge a more aggressive approach to the previous holding the line?
(a) When Clay Little is replaced as scientifc director of CTR.
(b) When Clarence Little becomes the scienfic director of CTR.
(c) When Clay Little becomes the scientic director of CTR.
(d) When Clarence Little is replaced as scientific director of CTR.

Short Answer Questions

1. Enlistees could be _____________; they just had to be healthy at the start of the study.

2. In 1952, a data gathering study begins with approximately 22,000 volunteers in eleven states, and is conducted by whom?

3. How does Paul Hahn at American Tobacco Company see filters?

4. What new product quickly raced to the number two position in the filtered market, just behind Viceroy, in 1954?

5. What happens when Hahn chooses to wait and see what happens to the popularity of filtered cigarettes?

(see the answer key)

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