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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 17: Chow Lines.

Multiple Choice Questions

1. What creates very bad publicity for R.J Reynolds?
(a) Adviertisements are near geared towards men.
(b) Several people die immediately from smoking his cigarettes.
(c) Clay Williams orders a price increase from fourteen to fifteen cents per pack.
(d) Clay Williams does not have enough cigarettes made, and stores run out quickly.

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

3. What happens when cigarettes are tested by CONSUMER REPORTS in 1953?
(a) Most of the claims about a lack of taste are true.
(b) Most of the claims about a lack of taste are false.
(c) Most of the claims about filtering are shown to be false.
(d) Most of the claims about filtering are shown to be true.

4. At formerly successful companies, average management and _______________ create an atmosphere with no new ideas.
(a) Old men.
(b) A lack of wealth.
(c) Inbred mentality.
(d) Uneducated leadership.

5. In general, the tobacco industry worked from the top down, while anti-smoking forces worked from the ___________.
(a) Top down.
(b) Middle down.
(c) Ground up.
(d) Middle up.

Short Answer Questions

1. Why does Buck begin an aggressive campaign to increase his holdings in non-cigarette tobacco products?

2. What do some think about the warning labels?

3. When advertising faltered, R.J. Reynolds officials start a practice known as trade-loading to do what?

4. Who at American Tobacco Company encourages using radio and magazine ads instead of the 'older' means like billboards and newspapers?

5. What physicist becomes one of the first scientists to document the levels of secondhand smoke and correlate them to incidences of lung cancer?

(see the answer key)

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