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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 6: The Filter Tip and Other Placebos.

Multiple Choice Questions

1. What is the result from the filter working so well?
(a) The cigarettes taste disgusting.
(b) The cigarettes are not dangerous.
(c) The smoke is nearly flavorless.
(d) The smoke is the same as before.

2. How does a price increase help smaller bargain brands?
(a) It helps them to gain a large market share with ten-cent packs.
(b) It helps them to gain a large market share with fifteen-cent packs.
(c) It helps them to gain a large market share with twenty-cent packs.
(d) It helps them to gain a large market share with five-cent packs.

3. What is questioned in 1941?
(a) To whom the companies were trying to market the cigarettes.
(b) The various claims the companies advertised.
(c) How many companies were making cigarettes.
(d) The cost of cigarettes.

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

5. How is a more 'manly' image for Marlboro created?
(a) A symbol of a fireman is place on a new flip top box with a blue circle design.
(b) A symbol of a cowboy is placed on a new flip top box with a sharp, red and white logo.
(c) A symbol of a warrior is placed on a new flip top box with a bow and arrow design.
(d) A symbol of a cowboy on the original box and design.

Short Answer Questions

1. What happens when a major anti-smoking advocate, Lucy Gaston, dies?

2. What is Chesterfield's advertisement for mild cigarettes?

3. Why would some doctors refuse patients for surgery?

4. Once the large companies realize they have to distinguish themselves without price changes, what do they do?

5. What does Philip Morris, under the supervision of Otway Chalkley, do during the war when faced with leaf supply shortages?

(see the answer key)

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