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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 13: Breeding a One-Fanged Rattler.

Multiple Choice Questions

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

2. With the loss of television ads, who is having much more success in translating its image to print media than RJR's Winston brand?
(a) Lorillard
(b) Parliament.
(c) Philip Morris.
(d) American Tobbaco Company.

3. What does Steinfeld's 1972 report also speak of for the first time?
(a) Secondhand smoke.
(b) Heart problems related to smoking.
(c) The deception of the tobacco industry.
(d) The effects of smoking on infants.

4. Why do Marlboro Lights start off slowly?
(a) Men do not trust them.
(b) Lack of recognition.
(c) The name makes it sound less appealing.
(d) They have little flavor.

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

Short Answer Questions

1. How many Americans are smoking in the 1940s?

2. In general, the tobacco industry worked from the top down, while anti-smoking forces worked from the ___________.

3. What is commissioned in 1962 and includes a very diverse group of doctors, chemists, and even a statistician?

4. Why do farmers have to accept American Tobacco Company's prices?

5. No statement was made concerning _________ issues.

(see the answer key)

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