View a FREE sample

This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 15: The Calling of Philip Morris.

Multiple Choice Questions

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

2. 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.

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?
(a) High birth weight and premature delivery of babies born to women who smoked during pregnancy.
(b) Low birth weight and late delivery of babies born of women who smoked during pregnancy.
(c) Low birth weight and premature delivery of babies born to women who smoked during pregnancy.
(d) High birth weight and late deliver y of babies born to women who smoked during pregnancy.

4. When advertising faltered, R.J. Reynolds officials start a practice known as trade-loading to do what?
(a) Artificially increase its short term sales numbers.
(b) Artificially increase its long term sales numbers.
(c) Artificially decrease its short term sales numbers.
(d) Artificially decrease its long term sales numbers.

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

Short Answer 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?

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

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

4. What is the result from the filter working so well?

5. A __________ study on the effects of smoke on rabbit lungs was abruptly shut down and the researchers' notebooks confiscated.

(see the answer key)

This section contains 445 words (approx. 2 pages at 300 words per page) View a FREE sample