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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 13: Breeding a One-Fanged Rattler.

Multiple Choice Questions

1. Enlistees could be _____________; they just had to be healthy at the start of the study.
(a) Addicts.
(b) Cancerous.
(c) Non-smokers.
(d) Smokers.

2. What character is used to promote the new Philip Morris brand on NBC radio?
(a) Johnny.
(b) Joey.
(c) Jack.
(d) Jerry.

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

4. Although public opinion was swinging against tobacco in the 1970s, the industry still had what?
(a) Wealthy benefactors.
(b) Great influence in Washington.
(c) Power over anti-smoking groups.
(d) Popularity in Europe.

5. What happens when cigarettes are tested by CONSUMER REPORTS in 1953?
(a) Most of the claims about a lack of taste are false.
(b) Most of the claims about filtering are shown to be true.
(c) Most of the claims about a lack of taste are true.
(d) Most of the claims about filtering are shown to be false.

Short Answer Questions

1. Philip Morris invests in what type of facilities that replace the old, factory cigarette mills of the past?

2. In Britain, what does the Royal College of Physicians state?

3. What began by being manufactured mainly in Spain but quickly spread to its colonies and conquests?

4. What does Liggett & Myers hope would happen to its new Lark cigarette?

5. The momentary alertness caused by the physical act of smoking would be almost immediately followed by what?

(see the answer key)

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