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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. How does Paul Hahn at American Tobacco Company see filters?
(a) As more of a gimmick than anything else.
(b) As a compromise between desire and good health.
(c) As a great idea.
(d) As a necessity.

2. How is the company's reputation tarnished?
(a) When it attempts to rewrap stale, returned packs.
(b) When it does not have enough cigarettes for its customers.
(c) When it merges with a health food company.
(d) When it has no cigarettes for purchase.

3. What quickly became a prestigious health research institute?
(a) The American Health Foundation (AHF).
(b) The American Healthcare Organization (AHO).
(c) The United States Healthy Families Guild (USHFG).
(d) The United States Foundation for Health (USFH).

4. What does the study on smokers' lungs in the late 1950s discover?
(a) One in ten smokers will get lung cancer.
(b) One in one hundred smokers will get lung cancer.
(c) One in ten smokers will get mouth cancer.
(d) One in five smoker will get lung cancer.

5. Lorillard argued that it could not promote the ______ of their product without mentioning lower tar.
(a) Hazards.
(b) Safety.
(c) Health-benefits.
(d) High-quality.

Short Answer Questions

1. What creates very bad publicity for R.J Reynolds?

2. On average, why do smokers weigh seven pounds less than non-smokers?

3. What character is used to promote the new Philip Morris brand on NBC radio?

4. Marketers wanted to release a low tar Marlboro, but did not want what to happen?

5. What has the FTC ordered cigarette makers to do?

(see the answer key)

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