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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. After years of bickering and hesitation, what do the "big three" anti-cancer organizations (AHA, ALA, ACS) do?
(a) They go their separate ways.
(b) They give up on the tobacco industry.
(c) They run their own tests and studies without the aid of each other.
(d) They form a coalition to take on the entrenched tobacco interests in Washington.

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

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

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

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

Short Answer Questions

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

2. After initial resistance, the animals showed what?

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

4. What physicist becomes one of the first scientists to document the levels of secondhand smoke and correlate them to incidences of lung cancer?

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

(see the answer key)

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