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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 16: Of Dragonslayers and Pond Scum.

Multiple Choice Questions

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

2. With what is the Head of Research and Development at Philip Morris, Helmut Wakeham, faced?
(a) How to create good advertising without talking about the health benefits.
(b) How to create a better cigarette.
(c) How to respond to the latest happenings.
(d) How to fight this requirement.

3. From what angle do many anti-cigarette movements attack smoking?
(a) The side-effects angle.
(b) The health angle.
(c) The cost angle.
(d) The moral angle.

4. When does the power of the tobacco industry peak?
(a) In the late 1980s.
(b) In the early 1980s.
(c) In the late 1970s.
(d) In the early 1970s.

5. How does American Tobacco Company market Lucky Strikes in the late 1920s?
(a) They have athletes endorse them.
(b) They pursue new celebrity endorsements and send free samples to doctors in return for their endorsements.
(c) They advertise them in movie theatres.
(d) They pay doctors to endorse them.

Short Answer Questions

1. The success of what 1973 horse race opens a new era for sponsoring spectator sporting events?

2. What are not being analyzed for their effectiveness?

3. American Tobacco Company keeps a tight leash on what?

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

5. _______________ claim to fame is the success of his brand, Pall Mall.

(see the answer key)

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