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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. Although public opinion was swinging against tobacco in the 1970s, the industry still had what?
(a) Wealthy benefactors.
(b) Popularity in Europe.
(c) Great influence in Washington.
(d) Power over anti-smoking groups.

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

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

4. What study corroborates this evidence?
(a) A health insurance study.
(b) A Japanese study.
(c) A European study.
(d) A life insurance study.

5. What happens to American Tobacco Company in the 1960s?
(a) It starts to see regrowth.
(b) Its popularity skyrockets.
(c) It becomes unpopular very quickly.
(d) It starts to decline.

Short Answer Questions

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

2. What does R.J. Reynolds dub the new brand?

3. What does one salesman create that catches on so well with retailers it launches Camel back into first place in sales by 1950?

4. With cigarette sales continuing to rise, despite the warning labels, what does The Federal Communications Commission do?

5. How is an article damning smoking as unhealthy quickly lost?

(see the answer key)

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