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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 15: The Calling of Philip Morris.

Multiple Choice Questions

1. What does a 1981 Japanese study find?
(a) Non-smoking husbands of smoking wives were 20-40 percent more likely to contract lung cancer than those with non-smoking wives.
(b) Non-smoking wives of smoking husbands were 40-90 percent more likely to contract lung cancer than those with non-smoking husbands.
(c) Non-smoking wives of smoking husbands were 20-40 percent more likely to contract lung cancer than those with non-smoking husbands.
(d) Non-smoking husbands of smoking wives were 40-90 percent more likely to contract lung cancer than those with non-smoking wives.

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

3. What does a 1953 study by Dr. Ernst Wydner show?
(a) The effects of tar on dogs.
(b) The effects of tar on pregnant women.
(c) The effects of tar on mice.
(d) The effects of tar on healthy adults.

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

5. How does American Tobacco Company's Pall Mall brand gain ground?
(a) It claims to "filter all chemicals."
(b) It claims to "be long-lasting."
(c) It claims the longer cigarette "filtered itself."
(d) It claims to "taste delicious."

Short Answer Questions

1. What is the result from the filter working so well?

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

3. What does Edward Darr decide to do after the death of conservative James Gray at RJR?

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

5. When does RJR general council Henry Ramm urge a more aggressive approach to the previous holding the line?

(see the answer key)

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