Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris Test | Mid-Book Test - Easy

Richard Kluger
This set of Lesson Plans consists of approximately 155 pages of tests, essay questions, lessons, and other teaching materials.
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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. For what does an internal chemist, Helmut Wakeham, push to develop?
(a) A "medically acceptable" cigarette.
(b) A smokeless cigarette.
(c) A filter that works.
(d) A cigarette without tar.

2. When Columbus arrives in America, what does he discover about tobacco?
(a) His men do not like it.
(b) The Native Americans do not allow Columbus' men to have any.
(c) The addictiveness of its use among his own men.
(d) It is very easy to grow.

3. A revamped "new micronite" (without the asbestos) was hyped by "Reader's Digest" as what?
(a) Unhealthy.
(b) As bad as all the other cigarettes.
(c) Being highly effective.
(d) Being useless.

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

5. What happens when one lawsuit goes on for more than a decade?
(a) The decision is reversed twice before the plaintiff finally gives up.
(b) It wins but is hardly considered successful.
(c) It gives up quickly.
(d) It finally wins and opens the floodgates for other cases.

6. From what angle do many anti-cigarette movements attack smoking?
(a) The side-effects angle.
(b) The health angle.
(c) The cost angle.
(d) The moral angle.

7. What has a small tobacco manufacturing company in Durham after the Civil War thriving?
(a) Buck's large inheritance.
(b) Bull Durham's resourcefulness.
(c) Buck's resourcefulness.
(d) Bull Durham's inheritance.

8. In response to FTC oversight concerning its advertising, what does the tobacco industry create?
(a) Advertisements that openly tell health benefits of smoking.
(b) Advertisements that hint at health benefits.
(c) Advertisements endorsed by athletes.
(d) An advertising czar to supposedly police itself.

9. What is commissioned in 1962 and includes a very diverse group of doctors, chemists, and even a statistician?
(a) The American Medical Association.
(b) The TIRC.
(c) The American Cancer Society.
(d) The Surgeon General's Advisory Committee on Smoking and Health.

10. Who is one of the prominent leaders at Jamestown who is instrumental in founding the American domestic tobacco market?
(a) John Rolfe.
(b) George Washington.
(c) Christopher Columbus.
(d) Thomas Jefferson.

11. What are extremely rare in America in the 1800s?
(a) Home-grown tobacco.
(b) Generic products.
(c) Brand-name products.
(d) Hand-rolled cigarettes.

12. When are George Hill's most successful days at creating market share for his products for American Tobacco Company?
(a) His last day.
(b) His last days.
(c) His first days.
(d) His first day.

13. What does Philip Morris, under the supervision of Otway Chalkley, do during the war when faced with leaf supply shortages?
(a) Stops production.
(b) Continues to ship unwrapped packs of cigarettes at wartime levels.
(c) Only packages a minimum number of cigarettes.
(d) Merges with companies in the food industry.

14. What does the powerful American Medical Association not do?
(a) Want cigarettes to be produced.
(b) Support the tobacco industry.
(c) Fight warning labels.
(d) Support warning labels.

15. Why is it so difficult to change patterns that had existed for a generation?
(a) So many people are addicted to smoking.
(b) So many people do not want to change.
(c) So many people do not believe smoking is dangerous.
(d) So many people have a self-interest in the smoking industry.

Short Answer Questions

1. How long does this committee work in relative secrecy?

2. With what is the Head of Research and Development at Philip Morris, Helmut Wakeham, faced?

3. How many cases of lung cancer are reported In 1940?

4. What does the filter phenomenon seem to do?

5. How is a more 'manly' image for Marlboro created?

(see the answer keys)

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