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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 9: Marlboro Mirage.

Multiple Choice Questions

1. What happens when the Great Depression wanes?
(a) So do the number of smokers.
(b) So do expensive cigarettes.
(c) So do the number of non-smokers.
(d) So do cheap (ten-cent) cigarettes.

2. R.J. Reynolds starts what advertising campaign?
(a) "I love the Marlboro man."
(b) "I'd walk a mile for a Camel."
(c) "I am Virginia Slim."
(d) "Want to be ultra thin? Smoke Ultra Lites."

3. With what is the Head of Research and Development at Philip Morris, Helmut Wakeham, faced?
(a) How to fight this requirement.
(b) How to respond to the latest happenings.
(c) How to create good advertising without talking about the health benefits.
(d) How to create a better cigarette.

4. No statement was made concerning _________ issues.
(a) Heart.
(b) Lung.
(c) Cancer.
(d) Breathing.

5. Why do Lucky Strikes supposedly change from the old red and green to the familiar red disk with the white background?
(a) Due to wartime shortage of green dye.
(b) Due to a designer's new idea.
(c) Due to public opinion.
(d) Due to a printing mishap.

Short Answer Questions

1. What happens to American Tobacco Company in the 1960s?

2. When are George Hill's most successful days at creating market share for his products for American Tobacco Company?

3. What of B&W's menthol brands are soon introduced?

4. How many Americans are smoking in the 1940s?

5. What does one salesman create that catches on so well with retailers it launches Camel back into first place in sales by 1950?

(see the answer key)

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