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

2. By the time of the Surgeon General's first report in 1982, what could be conclusively shown?
(a) 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.
(b) 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.
(c) 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.
(d) 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.

3. RJR reached the largest non-oil takeover package to date with what company?
(a) Kraft.
(b) General Mills.
(c) Nabisco.
(d) Kashi.

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

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

6. Johnson was seen as _____________ and the company's stock price suffered as a result.
(a) Funny.
(b) Eccentric.
(c) Crazy.
(d) Nice.

7. What does a particularly promising palladium filtered cigarette developed by scientists at the Liggett Group seem to do?
(a) Reduce the incidences of tumors by 90%.
(b) Reduce incidences of tumors by 100%.
(c) Reduce incidences of tumors by 35%.
(d) Reduce incidences of tumors by 50%.

8. Studies in the early 1970s showed that smokers could be broken into what?
(a) Types.
(b) The filter and non-filters.
(c) The men and women.
(d) Those addicted and those not addicted.

9. 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 decrease its short term sales numbers.
(c) Artificially increase its long term sales numbers.
(d) Artificially increase its short term sales numbers.

10. For what does Rose's lawyer work?
(a) To get money from the tobacco industry for Rose's family.
(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) Stronger laws against smoking.

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

12. In this way, how does the tobacco industry counter many grass roots efforts?
(a) From the middle.
(b) From the side.
(c) From above.
(d) From below.

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

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

15. To what do many in the anti-smoking movement turn their attentions?
(a) Lax bans on smoking in public places.
(b) Lax underage smoking laws.
(c) Strong underage smoking laws.
(d) Strong bans on smoking in public places.

Short Answer Questions

1. What does the Reagan era usher in?

2. With the loss of television ads, who is having much more success in translating its image to print media than RJR's Winston brand?

3. A __________ study on the effects of smoke on rabbit lungs was abruptly shut down and the researchers' notebooks confiscated.

4. Why does management choose not to launch this product named Epic?

5. For what does the industry push?

(see the answer keys)

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