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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 11: Stroking the Sow's Ear Analysis.

Multiple Choice Questions

1. What does one salesman create that catches on so well with retailers it launches Camel back into first place in sales by 1950?
(a) A pyramid display.
(b) A food pyramid.
(c) A photo of the Great Pyramid.
(d) A pyramid scheme.

2. What is Chesterfield's advertisement for mild cigarettes?
(a) "Need a break? Try a cigarette."
(b) "So mild, you don't even know you're smoking."
(c) "No smoking here."
(d) "Not a cough in the carload."

3. From what angle do many anti-cigarette movements attack smoking?
(a) The side-effects angle.
(b) The health angle.
(c) The cost angle.
(d) The moral angle.

4. How does American Tobacco Company market Lucky Strikes in the late 1920s?
(a) They pay doctors to endorse them.
(b) They have athletes endorse them.
(c) They advertise them in movie theatres.
(d) They pursue new celebrity endorsements and send free samples to doctors in return for their endorsements.

5. Lorillard argued that it could not promote the ______ of their product without mentioning lower tar.
(a) High-quality.
(b) Safety.
(c) Hazards.
(d) Health-benefits.

Short Answer Questions

1. Why does the Army supply its World War I troops with cigarettes by the truckload?

2. How many Americans are smoking in the 1940s?

3. A revamped "new micronite" (without the asbestos) was hyped by "Reader's Digest" as what?

4. Who is the so called "tar czar?"

5. How is the company's reputation tarnished?

(see the answer key)

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