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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 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 warrior is placed on a new flip top box with a bow and arrow 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 cowboy on the original box and design.

2. A __________ study on the effects of smoke on rabbit lungs was abruptly shut down and the researchers' notebooks confiscated.
(a) Two year.
(b) Four year.
(c) Ten year.
(d) Eight year.

3. The FTC anti smoking campaign was severely curtailed under what new administration?
(a) Reagan.
(b) Carter.
(c) Clinton.
(d) Bush.

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

5. When advertising faltered, R.J. Reynolds officials start a practice known as trade-loading to do what?
(a) Artificially increase its long term sales numbers.
(b) Artificially increase its short term sales numbers.
(c) Artificially decrease its short term sales numbers.
(d) Artificially decrease its long term sales numbers.

Short Answer Questions

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

2. What does Edward Darr decide to do after the death of conservative James Gray at RJR?

3. Besides citing and lending credence to the infamous dog study, Surgeon General Jesse Steinfeld noted new data showing smoking side effects such as what?

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

5. How does American Tobacco Company's Pall Mall brand gain ground?

(see the answer key)

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