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

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 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. 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 useless.
(d) Being highly effective.

2. How is a more 'manly' image for Marlboro created?
(a) A symbol of a cowboy is placed on a new flip top box with a sharp, red and white logo.
(b) A symbol of a fireman is place on a new flip top box with a blue circle design.
(c) A symbol of a cowboy on the original box and design.
(d) A symbol of a warrior is placed on a new flip top box with a bow and arrow design.

3. While health concerns _________, some smaller cigarette companies start devising ways to use the public apprehension to their advantage.
(a) Became unsteady.
(b) Declined.
(c) Became stagnant.
(d) Rose.

4. How does Paul Hahn at American Tobacco Company see filters?
(a) As more of a gimmick than anything else.
(b) As a compromise between desire and good health.
(c) As a great idea.
(d) As a necessity.

5. In Britain, what does the Royal College of Physicians state?
(a) Smoking is a major factor in casuing leukemia.
(b) Smoking is a major factor in causing lung cancer.
(c) Smoking is a minor factor in causing lung cancer.
(d) Smoking is a major factor in causing hepititis.

Short Answer Questions

1. What happens when Hahn chooses to wait and see what happens to the popularity of filtered cigarettes?

2. What character is used to promote the new Philip Morris brand on NBC radio?

3. How are Pall Mall cigarettes reinvigorated?

4. What new brand does Philip Morris introduce that is directed primarily at women?

5. Why does the Army supply its World War I troops with cigarettes by the truckload?

Short Essay Questions

1. What causes R.J. Reynolds to slip in popularity?

2. How does Buck Duke run his company?

3. What do medical examiners notice by the 1920s?

4. How successful is the FTC in the 1950s?

5. Describe the study done by the American Cancer Society in 1952.

6. What is the job of the "tar czar"?

7. What does George Hill do for American Tobacco Company at the end of his career?

8. What do Joe Cullman Jr. and his son do for Benson & Hedges?

9. What do companies do with rising health concerns?

10. What does the Roosevelt Administration look into regarding the tobacco industry? How does this affect the various companies?

(see the answer keys)

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