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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 19: Smooth Characters.

Multiple Choice Questions

1. With cigarette sales continuing to rise, despite the warning labels, what does The Federal Communications Commission do?
(a) Looks at applying its fairness doctrine to billboard advertisments.
(b) Looks at applying its fairness doctrine to the endorsements by doctors.
(c) Looks at applying its fairness doctrine to magazines.
(d) Looks at applying its fairness doctrine to television advertising..

2. Who at American Tobacco Company encourages using radio and magazine ads instead of the 'older' means like billboards and newspapers?
(a) Sylvester Stallone.
(b) Svetlana Weaver.
(c) Svetlana Stallone.
(d) Sylvester (Pat) Weaver.

3. What is also noted in a 1972 study about why tar and nicotine quotas are ineffective?
(a) Because smokers do not smoke filtered cigarettes.
(b) Because smokers cut off the filters.
(c) Because the studies were corrupt.
(d) Because people simply smoked more to compensate.

4. What does a 1981 Japanese study find?
(a) Non-smoking wives of smoking husbands were 40-90 percent more likely to contract lung cancer than those with non-smoking husbands.
(b) Non-smoking husbands of smoking wives were 40-90 percent more likely to contract lung cancer than those with non-smoking wives.
(c) Non-smoking wives of smoking husbands were 20-40 percent more likely to contract lung cancer than those with non-smoking husbands.
(d) Non-smoking husbands of smoking wives were 20-40 percent more likely to contract lung cancer than those with non-smoking wives.

5. R.J. Reynolds starts what advertising campaign?
(a) "Want to be ultra thin? Smoke Ultra Lites."
(b) "I am Virginia Slim."
(c) "I'd walk a mile for a Camel."
(d) "I love the Marlboro man."

Short Answer Questions

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

2. What do magazines describe?

3. What happens when Hahn chooses to wait and see what happens to the popularity of filtered cigarettes?

4. To whom does the small Philip Morris (under the United Cigar Stores) company start exclusively marketing?

5. When does RJR general council Henry Ramm urge a more aggressive approach to the previous holding the line?

(see the answer key)

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