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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 15: The Calling of Philip Morris.

Multiple Choice Questions

1. How does American Tobacco Company's Pall Mall brand gain ground?
(a) It claims to "taste delicious."
(b) It claims to "be long-lasting."
(c) It claims the longer cigarette "filtered itself."
(d) It claims to "filter all chemicals."

2. What happens when Hahn chooses to wait and see what happens to the popularity of filtered cigarettes?
(a) It is a minor mistake.
(b) It brings him success.
(c) It proves to be a major mistake.
(d) It is a small success.

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

4. How is a more 'manly' image for Marlboro created?
(a) A symbol of a fireman is place on a new flip top box with a blue circle design.
(b) A symbol of a cowboy on the original box and design.
(c) A symbol of a cowboy is placed on a new flip top box with a sharp, red and white logo.
(d) A symbol of a warrior is placed on a new flip top box with a bow and arrow design.

5. After years of bickering and hesitation, what do the "big three" anti-cancer organizations (AHA, ALA, ACS) do?
(a) They run their own tests and studies without the aid of each other.
(b) They give up on the tobacco industry.
(c) They form a coalition to take on the entrenched tobacco interests in Washington.
(d) They go their separate ways.

Short Answer Questions

1. What physicist becomes one of the first scientists to document the levels of secondhand smoke and correlate them to incidences of lung cancer?

2. In 1952, a data gathering study begins with approximately 22,000 volunteers in eleven states, and is conducted by whom?

3. What does a 1981 Japanese study find?

4. A __________ study on the effects of smoke on rabbit lungs was abruptly shut down and the researchers' notebooks confiscated.

5. What is the result from the filter working so well?

(see the answer key)

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