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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. Enlistees could be _____________; they just had to be healthy at the start of the study.
(a) Addicts.
(b) Smokers.
(c) Cancerous.
(d) Non-smokers.

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

3. What new product quickly raced to the number two position in the filtered market, just behind Viceroy, in 1954?
(a) Winston.
(b) Marlboro.
(c) Pall Mall.
(d) Churchill.

4. After initial resistance, the animals showed what?
(a) Some habit forming traits.
(b) None of the habits formed by humans.
(c) Some of the same habit forming traits as humans.
(d) More resistance towards the smoke.

5. On what does The American Cancer Society sponsor smoking research in 1967?
(a) Dalmatians.
(b) Beagles.
(c) Chihauhaus.
(d) Poodles.

Short Answer Questions

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

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

3. What does a 1953 study by Dr. Ernst Wydner show?

4. When advertising faltered, R.J. Reynolds officials start a practice known as trade-loading to do what?

5. What happens when cigarettes are tested by CONSUMER REPORTS in 1953?

(see the answer key)

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