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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. When are George Hill's most successful days at creating market share for his products for American Tobacco Company?
(a) His last day.
(b) His last days.
(c) His first day.
(d) His first days.

2. What does the filter phenomenon seem to do?
(a) Allay fears.
(b) Add to the public's fear.
(c) Hurt the tobacco companies.
(d) Cause less cancer.

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

4. What happens when a major anti-smoking advocate, Lucy Gaston, dies?
(a) The prohibition movement loses steam.
(b) The prohibition movement begins.
(c) The prohibition movement gains steam.
(d) The prohibition movement reforms.

5. Why do Lucky Strikes supposedly change from the old red and green to the familiar red disk with the white background?
(a) Due to wartime shortage of green dye.
(b) Due to a printing mishap.
(c) Due to a designer's new idea.
(d) Due to public opinion.

Short Answer Questions

1. What does the study on smokers' lungs in the late 1950s discover?

2. To whom does the small Philip Morris (under the United Cigar Stores) company start exclusively marketing?

3. What acts to tear down many taboos against women smoking, especially in public?

4. Why does this take some time?

5. Although public opinion was swinging against tobacco in the 1970s, the industry still had what?

(see the answer key)

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