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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 physicist becomes one of the first scientists to document the levels of secondhand smoke and correlate them to incidences of lung cancer?
(a) James Repace.
(b) John Rice.
(c) Jordan Riordan.
(d) Jason Rushton.

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

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

4. The FTC anti smoking campaign was severely curtailed under what new administration?
(a) Reagan.
(b) Carter.
(c) Bush.
(d) Clinton.

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

Short Answer Questions

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

2. How does American Tobacco Company's Pall Mall brand gain ground?

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

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

5. After initial resistance, the animals showed what?

(see the answer key)

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