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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 17: Chow Lines.

Multiple Choice Questions

1. In the late 1950s, what does the cigarette industry (through TIRC) begin?
(a) A concerted effort to take nicotine out of cigarettes.
(b) A concerted effort to work with the medical community.
(c) A concerted effort to improve their cigarettes.
(d) A concerted effort to dispute, ignore, or belittle medical claims against it.

2. How are Pall Mall cigarettes reinvigorated?
(a) By dropping the price.
(b) By making them longer and slimmer.
(c) By making them shorter and thicker.
(d) By using celebrity endorsements.

3. What does Marlboro do in the face of declining sales?
(a) It creates a new image.
(b) It buys other non-tobacco companies.
(c) It gives in the to declining sales.
(d) It intensifies its cowboy advertising campaign.

4. Why does the Army supply its World War I troops with cigarettes by the truckload?
(a) They are an easy way to calm the troops.
(b) Cigarettes are very popular before the war.
(c) The tobacco companies give the cigarettes to the Army for almost nothing.
(d) Cigars, pipes, and chew were not practical on the battlefields of Europe.

5. In what is American Tobacco Company mostly unsuccessful?
(a) Athlete endorsements.
(b) Advertising.
(c) Switching over to filtered brands.
(d) Keeping nonfiltered brands.

Short Answer Questions

1. Who again takes the lead in sales in the mid 1930s?

2. What does the House bill include?

3. On average, why do smokers weigh seven pounds less than non-smokers?

4. Philip Morris was making large inroads in Europe with new manufacturing centers in what countries?

5. What quickly became a prestigious health research institute?

(see the answer key)

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