Current smokers
	Overall (n=650)	Control (condition 6, n=112)	Graphic ads (condition 1, n=100)	Simple ads (condition 2, n=105)	Elaborated ads (condition 3, n=103)	Web ads (condition 4, n=110)	Advertising claims (condition 5, n=120)
Sex	47	45	37	49	49	51	50
Race	87	89	89	86	86	86	84
Ethnicity	89	91	83	93	88	92	88
Education
% HS graduate	43	38	48	39	44	43	48
% Some college or more	50	53	47	52	54	47	48
% Tried (NAS)	31	31	30	32	31	35	29

*In a 5% sample soft launch, 72% of the respondents reported a college degree. In prior data sets the researchers collected from online providers, 35%–38% of daily smokers reported a college degree; the representative sample from the National Tips campaign had a 32% weighted average with some college or more.18 Thus, this study applied a quota of 35% for respondents with a college degree.