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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. What other segments of the industry is Duke buying out?
(a) Celebrity endorsements and flavoring companies.
(b) Cigar companies.
(c) Smaller cigarette companies, packaging, and cigars companies.
(d) Packaging, cigar, and flavoring companies.

2. What do magazines describe?
(a) The popularity of cigarette smoking.
(b) The health benefits of smoking.
(c) The various types of cigarettes on the market.
(d) The risk of inhaling tobacco versus non-inhaling.

3. Once the large companies realize they have to distinguish themselves without price changes, what do they do?
(a) Institute huge advertising campaigns.
(b) Expand their market.
(c) Buy out small companies.
(d) Put less cigarettes in a pack.

4. Who again takes the lead in sales in the mid 1930s?
(a) Lucky Strike.
(b) Pall Mall.
(c) Marlboro.
(d) Camel.

5. What is a lighter leaf grown in the Piedmont area of Virginia and North Carolina nicknamed?
(a) The green leaf.
(b) The light leaf.
(c) The sweet leaf.
(d) The bright leaf.

6. 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 television advertising..
(d) Looks at applying its fairness doctrine to magazines.

7. What is the outcome of an antitrust lawsuit against the major cigarette companies of collusion to fix tobacco prices in 1941?
(a) It failed to convict them.
(b) The case was thrown out.
(c) It was somewhat successful.
(d) It succeeded in convicting them.

8. Cigarettes are ______________.
(a) Disgusting.
(b) Patriotic.
(c) For the poor.
(d) Breathtaking.

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

10. What theory is published in SCIENTIFIC AMERICAN?
(a) How smoking is good for the heart.
(b) How smoking overworked the heart.
(c) How smoking overworks the lungs.
(d) How smoking is a dirty habit.

11. What character is used to promote the new Philip Morris brand on NBC radio?
(a) Johnny.
(b) Joey.
(c) Jerry.
(d) Jack.

12. How many Americans are smoking in the 1940s?
(a) Nearly eighty percent.
(b) Neary ninety percent.
(c) Nearly fifty percent.
(d) Nearly twenty-five percent.

13. How does a price increase help smaller bargain brands?
(a) It helps them to gain a large market share with twenty-cent packs.
(b) It helps them to gain a large market share with five-cent packs.
(c) It helps them to gain a large market share with fifteen-cent packs.
(d) It helps them to gain a large market share with ten-cent packs.

14. What happens when Teddy Roosevelt's Food and Drug law goes into effect to regulate meat, milk, and flour?
(a) Tobacco is exempted.
(b) Tobacco is included.
(c) Tobacco is somewhat regulated.
(d) Tobacco is strictly regulated.

15. What happens soon after the breakup of American Tobacco Company?
(a) R.J. Reynolds begins R.J. Reynolds Tobacco Company.
(b) R.J. Reynolds give control of R.J. Reynolds Tobacco Company to ATC's CEO.
(c) R.J. Reynolds is back in control of R.J. Reynolds Tobacco Company.
(d) R.J. Reynolds loses control of R.J. Reynolds Tobacco Company.

Short Answer Questions

1. How is a more 'manly' image for Marlboro created?

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

3. Who took the lead in producing the new anti-smoking ads?

4. In Britain, what does the Royal College of Physicians state?

5. What does the U.S. Surgeon General call smoking?

(see the answer keys)

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