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

2. In response to FTC oversight concerning its advertising, what does the tobacco industry create?
(a) Advertisements that openly tell health benefits of smoking.
(b) An advertising czar to supposedly police itself.
(c) Advertisements that hint at health benefits.
(d) Advertisements endorsed by athletes.

3. Why does Buck begin an aggressive campaign to increase his holdings in non-cigarette tobacco products?
(a) In the face of declining cigarette revenues in the mid 1890s.
(b) Cigarettes are not healthy, so he wants to explore other options.
(c) Cigarettes are too difficult to make in the 1890s.
(d) He wants to find a healthier use for tobacco.

4. How does the TIRC respond?
(a) In agreement.
(b) With a nasty letter.
(c) With the health benefits of smoking.
(d) With heightened attacks.

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

Short Answer Questions

1. What does Edward Darr decide to do after the death of conservative James Gray at RJR?

2. How are most periodicals in the 1930s toward attacking cigarettes?

3. What does a 1953 study by Dr. Ernst Wydner show?

4. What are brands banned from promoting?

5. When Columbus arrives in America, what does he discover about tobacco?

(see the answer key)

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