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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 the U.S. Surgeon General call smoking?
(a) "Principal etiological factor" in lung cancer.
(b) "Not a factor" in lung cancer.
(c) "The only factor" in lung cancer.
(d) "An insignificant factor" in lung cancer.

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

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

4. _______________ claim to fame is the success of his brand, Pall Mall.
(a) Jim's.
(b) Gerald's.
(c) John's.
(d) George's.

5. 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.

Short Answer Questions

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

2. What is the trend by the end of the 1950s?

3. By the late 1920s, what are medical examiners noticing?

4. R.J. Reynolds starts what advertising campaign?

5. How is the company's reputation tarnished?

(see the answer key)

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