Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris Test | Final 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. By the time of the Surgeon General's first report in 1982, what could be conclusively shown?
(a) Of the 21 percent of U.S. deaths due to cancer, 30 percent of those were linked to smoking - over 100,000 deaths a year.
(b) Of the 11 percent of U.S. deaths due to cancer, 15 percent of those were linked to smoking - over 50,000 deaths a year.
(c) Of the 6 percent of U.S. deaths due to cancer, 10 percent of those were linked to smoking - over 25,000 deaths a year.
(d) Of the 2 percent of U.S. deaths due to cancer, 5 percent of those were linked to smoking - over 10,000 deaths a year.

2. About what is Califano furious?
(a) The end of the nonfiltered cigarette.
(b) The damage done by the claims of a "tolerable risk" cigarette.
(c) The destruction of the industry by the AMA.
(d) The damage done to the industry by the claims of an "extensive risk" cigarette.

3. For what does Rose's lawyer work?
(a) Stronger laws against smoking.
(b) To pay for Rose's treatment and funeral.
(c) To show a pattern of distorting data and hiding negative evidence over the years that pushed the threshold of conspiracy.
(d) To get money from the tobacco industry for Rose's family.

4. Into what does the 1979 Surgeon General's Report delve?
(a) Nothing substantial.
(b) Many things.
(c) Very little.
(d) A few things.

5. Why does Philip Morris finally begin aggressively marketing generics?
(a) When other companies began marketing generics.
(b) When they ran out of money.
(c) When their popular brands became disliked.
(d) When the economy slowed in the late 1980s.

6. Philip Morris made a successful buyout offer for _____________ in 1986.
(a) Nabisco.
(b) General Foods.
(c) Kraft.
(d) General Mills.

7. Philip Morris was making large inroads in Europe with new manufacturing centers in what countries?
(a) Sweden and Belgium.
(b) Romania and Hungary.
(c) France and Spain.
(d) Holland and Germany.

8. In general, the tobacco industry worked from the top down, while anti-smoking forces worked from the ___________.
(a) Top down.
(b) Ground up.
(c) Middle up.
(d) Middle down.

9. The FTC anti smoking campaign was severely curtailed under what new administration?
(a) Bush.
(b) Clinton.
(c) Carter.
(d) Reagan.

10. What does Rose tell her attorney that she wanted him to do after her death?
(a) Protect her family.
(b) Destroy her cigarettes.
(c) Press on.
(d) Stop fighting.

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

12. When advertising faltered, R.J. Reynolds officials start a practice known as trade-loading to do what?
(a) Artificially decrease its long term sales numbers.
(b) Artificially increase its short term sales numbers.
(c) Artificially decrease its short term sales numbers.
(d) Artificially increase its long term sales numbers.

13. How does Rose's attorney counter the statements made about the extensive health warnings?
(a) With examples of tobacco company deceptive advertising that made Rose doubt health claims.
(b) Warning labels are difficult to understand.
(c) Health warnings are not easily known or understood by the general public.
(d) Rose does not speak or read English.

14. When does the power of the tobacco industry peak?
(a) In the late 1980s.
(b) In the late 1970s.
(c) In the early 1970s.
(d) In the early 1980s.

15. A __________ study on the effects of smoke on rabbit lungs was abruptly shut down and the researchers' notebooks confiscated.
(a) Eight year.
(b) Two year.
(c) Ten year.
(d) Four year.

Short Answer Questions

1. To what do many in the anti-smoking movement turn their attentions?

2. What physicist becomes one of the first scientists to document the levels of secondhand smoke and correlate them to incidences of lung cancer?

3. What does Maxwell's tobacco control bill require?

4. Johnson was seen as _____________ and the company's stock price suffered as a result.

5. What does Steinfeld's 1972 report also speak of for the first time?

(see the answer keys)

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