Passage Reference: In 1992, the most recent year for which data are available, the US tobacco industry spent $5 billion on domestic marketing. That figure represents a huge increase from the approximate £250-milhon budget m 1971, when tobacco advertising was banned from television and radio. The current expenditure translates to about $75 for every' adult smoker, or to $4,500 for every' adolescent who became a smoker that year. This apparently high cost to attract a new smoker is very likely recouped over the average 25 years that this teen will smoke.

Tips: When a paragraph is full of numbers and costs, the heading is usually about money or finance.

Why the other options are wrong:

• The first advertising methods: This paragraph does not describe early techniques like billboards or coupons. That appears later. This is a wrong section trap.
• Background to the research: There is no explanation of study aims or methods here. Only money and spending. This is a context shift trap.

Key Vocabulary:

• expenditure = money spent
• recouped = get back

Question Focus: Main idea - why the research was done and what it investigates

Passage Reference: . In the first half of this century, leaders of the tobacco companies boasted that innovative mass-marketing strategies built the industry. Recently, however, the tobacco business has maintained that its advertising is geared to draw established smokers to particular brands. But public health advocates insist that such advertising plays a role in generating new demand, with adolescents being the primary target. To explore the issue, we examined several marketing campaigns undertaken over the years and correlated them with the ages smokers say they began their habit. We find that, historically, there is considerable evidence that such campaigns led to an increase in cigarette smoking among adolescents of the targeted group.

Why this is correct: This paragraph explains why the study was done and what question it tries to answer. It sets up the debate and introduces the research purpose.

Tips: Background paragraphs often include phrases like 'to explore' or 'we examined'.

Why the other options are wrong:

• Gathering the information: The paragraph does not explain surveys or data collection methods. That comes next. This is a wrong section trap.
• Conclusions of the research: Although results are hinted at, the paragraph mainly introduces the study. This is a partial truth trap.

Key Vocabulary:

• advocates = supporters
• generate = create

Question Focus: Main idea - how data about smoking was collected and calculated

Passage Reference: C. National surveys collected the ages at which people started smoking. The 1955 Current Population Survey (CPS) was the first to query respondents for this information, although only summary data survive. Beginning in 1970, however, the National Health Interview Surveys (NHIS) included this question in some polls. Answers from all the surveys were combined to produce a sample of more than 165,000 individuals. Using a respondent's age at the time of the survey and the reported age of initiation, [age they started smoking), the year the person began smoking could be determined. Dividing the number of adolescents (defined as those 12 to 17 years old) who started smoking during a particular interval by the number who were "eligible" to begin at the start of the interval set the initiation rate for that group.

Why this is correct: This paragraph explains where the data came from and how it was calculated. That is exactly about gathering and processing information.

Tips: Headings about information or data usually match paragraphs full of surveys, samples, and calculations.

Why the other options are wrong:

• Background to the research: The purpose of the study is not discussed here. Only methods. This is a context shift trap.
• Conclusions of the research: No conclusions are given yet. Only data handling. This is a wrong section trap.

Key Vocabulary:

• initiation = starting
• eligible = allowed

Question Focus: Main idea - early mass-marketing strategies and their effects

Passage Reference: D. Mass-marketing campaigns began as early as the 1880s, which boosted tobacco consumption six fold by 1900. Much of the rise was attributed to a greater number of people smoking cigarettes, as opposed to using cigars, pipes, snuff or chewing tobacco. Marketing strategies included painted billboards and an extensive distribution of coupons, which a recipient could redeem for free cigarettes. Some brands me hided soft pictures of women in the packages. Such tactics inspired outcry from educational leaders concerned about their corrupting influence on teenage boys. Thirteen percent of the males surveyed in 1955 who reached adolescence between 1S90 and 1910 commenced smoking by 18 years of age, compared with almost no females.

Why this is correct: The paragraph describes early advertising techniques and their impact. It focuses on the first methods used to promote cigarettes.

Tips: When a paragraph focuses on history and beginnings, look for headings with words like 'first' or 'early'.

Why the other options are wrong:

• A public uproar is avoided: There is mention of concern, not avoidance. Meaning is different. This is a paraphrase trap.
• The innovative move to written adverts: Advertising methods were varied, not just written. This is an example-as-main-idea trap.

Key Vocabulary:

• outcry = strong protest
• redeem = exchange

Question Focus: Main idea - a new advertising strategy using widespread print advertising

Passage Reference: E. The power of targeted advertising is more apparent if one considers the men born between 1890 and 1899. In 1912, when many of these men were teenagers, the R.J. Reynolds Company launched the Camel brand of cigarettes with a revolutionary approach. ... Every city in the country was bombarded with print advertising. According to the 1955 CPS, initiation by age 18 for males in this group jumped to 21.6 percent, a two thirds increase over those born before 1890. The NHIS initiation rate also reflected this change. For adolescent males it went up from 2.9 percent between 1910 and 1912 to 4.9 percent between 1918 and 1921.

Why this is correct: This paragraph highlights a new and innovative advertising approach, especially heavy print advertising, and shows its effect on adolescent males.

Tips: Look for words like 'new', 'innovative', or 'revolutionary' to match headings about change.

Why the other options are wrong:

• The first advertising methods: This is not the first ever advertising. It is a later innovation. This is a time trap.
• Cigarettes produced to match an image: The focus is advertising reach, not product image. This is a context shift trap.

Key Vocabulary:

• revolutionary = completely new
• bombarded = flooded

Question Focus: Main idea - social change allows advertising to target women

Passage Reference: . F. It was not until the mid-1920s that social mores permitted cigarette advertising to focus on women. ... In 1926 a poster depicted women imploring smokers of Chesterfield cigarettes to "Blow Some My Way". The most successful crusade, however, was for Lucky Strikes, which urged women to "Reach for a Lucky instead of a Sweet." The 1955 CPS data showed that 7 percent of the women who were adolescents during the mid-1920s had started smoking by age 18, compared with only 2 percent in the preceding generation of female adolescents. Initiation rates from the NHIS data for adolescent girls were observed to increase threefold, from 0.6 percent between 1922 and 1925 to 1.8 percent between 1930 and 1933. In contrast rates for males rose only slightly.

Why this is correct: The paragraph explains that social attitudes changed, making it acceptable to advertise to women, which led to increased smoking.

Tips: Words about society or attitudes often match headings about change or permission.

Why the other options are wrong:

• Cigarettes produced to match an image: This paragraph is about social permission, not product design. This is a context shift trap.
• A public uproar is avoided: There is no mention of avoiding protest. This is a not given trap.

Key Vocabulary:

• mores = social rules
• crusade = strong campaign

Question Focus: Main idea - branding cigarettes to match a female identity

Passage Reference: y. G. The next major boost in smoking initiation in adolescent females occurred in the late 1960s. In 1967 the tobacco industry launched "niche" brands aimed exclusively at women. The most popular was Virginia Slims. The visuals of this campaign emphasized a woman who was strong, independent and very thin. ... Initiation in female adolescents nearly doubled, from 3.7 percent between 1964 and 1967 to 6.2 percent between 1972 and 1975 (NHIS data). During the same period rates for adolescent males remained stable.

Why this is correct: This paragraph is about branding and image, especially cigarettes designed to appeal to women's identity.

Tips: When a paragraph talks about image or identity, choose a heading about branding.

Why the other options are wrong:

• Changing attitudes allow new marketing tactics: That change already happened earlier. This focuses on image, not permission. This is a time trap.
• The innovative move to written adverts: The focus is visuals and identity, not print ads. This is a context shift trap.

Key Vocabulary:

• niche = targeted
• emphasized = highlighted

Question Focus: Main idea - overall conclusions drawn from the data

Passage Reference: le. H. Thus, in four distinct instances over the past 100 years, innovative and directed tobacco marketing campaigns were associated with marked surges in primary demand from adolescents only in the target group. The first two were directed at males and the second two at females. Of course, other factors helped to entrench smoking in society. ... Yet it is clear from the data that advertising has been an overwhelming force in attracting ne

Why this is correct: This paragraph summarizes findings and clearly states the overall conclusion about advertising's impact.

Tips: Conclusion paragraphs often start with words like 'Thus' or 'Overall'.

Why the other options are wrong:

• Background to the research: This is the end summary, not the beginning. This is a reverse order trap.
• A century OF uninhibited smoking: The paragraph does not describe general history, but conclusions. This is a paraphrase trap.

Key Vocabulary:

• surges = sharp increases
• entrench = firmly establish

General Tips:

• Read all headings first and underline key words before matching.
• Focus on the main idea of each paragraph, not one interesting detail.
• Headings follow paragraph order from top to bottom.
• If two headings seem possible, choose the one that covers more of the paragraph.
• Do not reuse headings. Cross them out as you go.