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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 form a coalition to take on the entrenched tobacco interests in Washington.
(b) They run their own tests and studies without the aid of each other.
(c) They go their separate ways.
(d) They give up on the tobacco industry.

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

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

4. What is the result from the filter working so well?
(a) The cigarettes taste disgusting.
(b) The smoke is the same as before.
(c) The smoke is nearly flavorless.
(d) The cigarettes are not dangerous.

5. What does Edward Darr decide to do after the death of conservative James Gray at RJR?
(a) He decides to become the leader in filtered cigarettes.
(b) He decides to leave the filtering to the competitiion.
(c) He decides to make a filtered product after seeing the success of other American tobacco companies.
(d) He decides to make a filtered product after seeing its popularity in Europe.

Short Answer Questions

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

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

3. How does Paul Hahn at American Tobacco Company see filters?

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

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

(see the answer key)

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