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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 does R.J. Reynolds dub the new brand?
(a) Virginia Slims.
(b) Marlboro.
(c) Ultra Lites.
(d) Camel.

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

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

4. What gave Philip Morris pull over the cancer fighters' position?
(a) The money it donates to various charities.
(b) Its contributions to the Sloan-Kettering Institute.
(c) It contributions to doctors.
(d) Its blackmail tactics with doctors.

5. To whom does the small Philip Morris (under the United Cigar Stores) company start exclusively marketing?
(a) Women.
(b) Men.
(c) Minorities.
(d) Children.

Short Answer Questions

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

2. Who are placed on the TIRC's Scientific Advisory Board to give their efforts legitimacy?

3. What theory is published in SCIENTIFIC AMERICAN?

4. What does the powerful American Medical Association not do?

5. How long does this committee work in relative secrecy?

(see the answer key)

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