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

2. A __________ study on the effects of smoke on rabbit lungs was abruptly shut down and the researchers' notebooks confiscated.
(a) Ten year.
(b) Four year.
(c) Eight year.
(d) Two year.

3. What happens when cigarettes are tested by CONSUMER REPORTS in 1953?
(a) Most of the claims about filtering are shown to be false.
(b) Most of the claims about a lack of taste are true.
(c) Most of the claims about filtering are shown to be true.
(d) Most of the claims about a lack of taste are false.

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

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

Short Answer Questions

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

2. While health concerns _________, some smaller cigarette companies start devising ways to use the public apprehension to their advantage.

3. Enlistees could be _____________; they just had to be healthy at the start of the study.

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

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

(see the answer key)

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