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 states that all potentially dangerous products could be scrutinized by comparing risk to benefit?
(a) Fort law.
(b) Stort law.
(c) Kort law.
(d) Tort law.

2. What does Steinfeld's 1972 report also speak of for the first time?
(a) The effects of smoking on infants.
(b) The deception of the tobacco industry.
(c) Heart problems related to smoking.
(d) Secondhand smoke.

3. A lawyer named ____________, who had expertise in asbestos litigation, saw an opportunity to go after the tobacco industry, given recent New Jersey strict liability litigation.
(a) Matt Eckel.
(b) Mark Eddington.
(c) Marc Edell.
(d) Mike Eden.

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

5. What does the tobacco industry cunningly use the tax--which doubled from eight to sixteen cents--to do?
(a) Lower the cost of cigarettes and selling more cigarettes in the process.
(b) Increase its prices significantly more than the amount of the actual increase - giving them more profit.
(c) Sell more packs of cigarettes.
(d) Encourage more people to begin smoking.

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

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

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

9. A Californian congressman named Henry Waxman began doing what?
(a) Championing the anti-smoking cause.
(b) Helping the tobacco industry to regain ground.
(c) Championing the efforts of the tobacco industry to change.
(d) Encouraging the tobacco industry.

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

11. With the loss of television ads, who is having much more success in translating its image to print media than RJR's Winston brand?
(a) Lorillard
(b) Philip Morris.
(c) American Tobbaco Company.
(d) Parliament.

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

13. 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.

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

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

Short Answer Questions

1. The FTC anti smoking campaign was severely curtailed under what new administration?

2. Besides citing and lending credence to the infamous dog study, Surgeon General Jesse Steinfeld noted new data showing smoking side effects such as what?

3. After years of bickering and hesitation, what do the "big three" anti-cancer organizations (AHA, ALA, ACS) do?

4. When the bill passes, what is made public for the first time?

5. Why do Marlboro Lights start off slowly?

(see the answer keys)

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