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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. When does RJR general council Henry Ramm urge a more aggressive approach to the previous holding the line?
(a) When Clarence Little is replaced as scientific director of CTR.
(b) When Clay Little becomes the scientic director of CTR.
(c) When Clay Little is replaced as scientifc director of CTR.
(d) When Clarence Little becomes the scienfic director of CTR.

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

3. 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 to "taste delicious."
(d) It claims the longer cigarette "filtered itself."

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

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

Short Answer Questions

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

2. In 1952, a data gathering study begins with approximately 22,000 volunteers in eleven states, and is conducted by whom?

3. Besides citing and lending credence to the infamous dog study, Surgeon General Jesse Steinfeld noted new data showing smoking side effects such as what?

4. What does the tobacco industry cunningly use the tax--which doubled from eight to sixteen cents--to do?

5. On what does The American Cancer Society sponsor smoking research in 1967?

(see the answer key)

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