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

2. Why do Marlboro Lights start off slowly?
(a) They have little flavor.
(b) The name makes it sound less appealing.
(c) Lack of recognition.
(d) Men do not trust them.

3. Why do some people see less toxic cigarettes as a middle ground?
(a) To seriously assist with the public health, while not provoking the wrath of the powerful tobacco companies.
(b) Smokers stay addicted, but there are fewer cases of cancer.
(c) People can still smoke without getting cancer.
(d) Smokers reap weightloss benefits but do not get cancer.

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

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

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

7. Marketers wanted to release a low tar Marlboro, but did not want what to happen?
(a) The image of the cowboy to change.
(b) Consumers to not trust the original cigarettes.
(c) Consumers to not like the taste.
(d) The name "mild" to detract from the rugged image of the product.

8. When does RJR general council Henry Ramm urge a more aggressive approach to the previous holding the line?
(a) When Clarence Little is replaced as scientific director of CTR.
(b) When Clay Little becomes the scientic director of CTR.
(c) When Clarence Little becomes the scienfic director of CTR.
(d) When Clay Little is replaced as scientifc director of CTR.

9. At the same time, what are examined for the first time since the Great Depression?
(a) The links between cancer and nicotine.
(b) Tobacco federal subsidies.
(c) The addictive qualities of nicotine.
(d) The air pollution caused by cigarettes.

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

11. What does the Reagan era usher in?
(a) A time of government non-interference with business.
(b) A time of big government.
(c) A time for protesting smoking.
(d) A time of government interference with business.

12. After years of bickering and hesitation, what do the "big three" anti-cancer organizations (AHA, ALA, ACS) do?
(a) They run their own tests and studies without the aid of each other.
(b) They give up on the tobacco industry.
(c) They form a coalition to take on the entrenched tobacco interests in Washington.
(d) They go their separate ways.

13. In 1978, the AMA releases a long awaited report on tobacco which is considered what?
(a) A tremendous improvement.
(b) A whitewash by many in the health community.
(c) Significant in the fight against the tobacco industry.
(d) A great attempt by the AMA.

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

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

Short Answer Questions

1. By the end of the decade, Philip Morris leads RJR in sales _________________.

2. Into what does the 1979 Surgeon General's Report delve?

3. Philip Morris made a successful buyout offer for _____________ in 1986.

4. The success of what 1973 horse race opens a new era for sponsoring spectator sporting events?

5. In this way, how does the tobacco industry counter many grass roots efforts?

(see the answer keys)

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