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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. What happens when Hahn chooses to wait and see what happens to the popularity of filtered cigarettes?
(a) It brings him success.
(b) It proves to be a major mistake.
(c) It is a minor mistake.
(d) It is a small success.

2. A revamped "new micronite" (without the asbestos) was hyped by "Reader's Digest" as what?
(a) As bad as all the other cigarettes.
(b) Being useless.
(c) Unhealthy.
(d) Being highly effective.

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

4. What does Marlboro do in the face of declining sales?
(a) It buys other non-tobacco companies.
(b) It intensifies its cowboy advertising campaign.
(c) It gives in the to declining sales.
(d) It creates a new image.

5. A farmer in Durham, North Carolina, began marketing smoking tobacco under what trademark?
(a) Cow Durham.
(b) Calf Dunham.
(c) Moo Dunham.
(d) Bull Durham.

Short Answer Questions

1. What is the outcome of an antitrust lawsuit against the major cigarette companies of collusion to fix tobacco prices in 1941?

2. What happens when the industry resents being asked to disparage its own product?

3. What do most Virginians expect the Revolutionary War to erase?

4. What are brands banned from promoting?

5. How does American Tobacco Company's Pall Mall brand gain ground?

(see the answer key)

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