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

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

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

4. What does a 1981 Japanese study find?
(a) Non-smoking husbands of smoking wives were 20-40 percent more likely to contract lung cancer than those with non-smoking wives.
(b) Non-smoking wives of smoking husbands were 20-40 percent more likely to contract lung cancer than those with non-smoking husbands.
(c) Non-smoking husbands of smoking wives were 40-90 percent more likely to contract lung cancer than those with non-smoking wives.
(d) Non-smoking wives of smoking husbands were 40-90 percent more likely to contract lung cancer than those with non-smoking husbands.

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

Short Answer Questions

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

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

3. How is a more 'manly' image for Marlboro created?

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

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

(see the answer key)

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