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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 9: Marlboro Mirage.

Multiple Choice Questions

1. R.J. Reynolds starts what advertising campaign?
(a) "Want to be ultra thin? Smoke Ultra Lites."
(b) "I'd walk a mile for a Camel."
(c) "I am Virginia Slim."
(d) "I love the Marlboro man."

2. What is the trend by the end of the 1950s?
(a) A move towards the safer cigarette.
(b) An anti-smoking movements.
(c) A move towards harsher tobacco leaf varieties.
(d) A move towards healthier living.

3. In 1952, a data gathering study begins with approximately 22,000 volunteers in eleven states, and is conducted by whom?
(a) The American Medical Association.
(b) The American Cancer Society.
(c) American Tobacco Company.
(d) R.J. Reynolds Tobacco Company.

4. What does the powerful American Medical Association not do?
(a) Support the tobacco industry.
(b) Support warning labels.
(c) Want cigarettes to be produced.
(d) Fight warning labels.

5. How are Pall Mall cigarettes reinvigorated?
(a) By making them shorter and thicker.
(b) By dropping the price.
(c) By using celebrity endorsements.
(d) By making them longer and slimmer.

Short Answer Questions

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

2. What does Marlboro do in the face of declining sales?

3. With the rise of the industrialists and the trusts that followed, what does the United States Congress start looking at limiting?

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

5. What gave Philip Morris pull over the cancer fighters' position?

(see the answer key)

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