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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 13: Breeding a One-Fanged Rattler.

Multiple Choice Questions

1. What custom becomes very common in the United States throughout the 1800s?
(a) Selling cigars.
(b) Smoking cigarettes.
(c) Spitting the dark juice.
(d) Anti-smoking campaigns.

2. What are brands banned from promoting?
(a) The delicious taste of their cigarettes.
(b) The expense of smoking.
(c) Health claims of any kind.
(d) Cigarettes using celebrities.

3. With the loss of television ads, who is having much more success in translating its image to print media than RJR's Winston brand?
(a) Parliament.
(b) Lorillard
(c) American Tobbaco Company.
(d) Philip Morris.

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

5. What is Chesterfield's advertisement for mild cigarettes?
(a) "Not a cough in the carload."
(b) "No smoking here."
(c) "So mild, you don't even know you're smoking."
(d) "Need a break? Try a cigarette."

Short Answer Questions

1. How does the TIRC respond?

2. What happens when the industry resents being asked to disparage its own product?

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

4. In general, the tobacco industry worked from the top down, while anti-smoking forces worked from the ___________.

5. What happens when the Great Depression wanes?

(see the answer key)

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