Mass media campaigns have generally aimed primarily to change knowledge, awareness and attitudes, contributing to the goal of changing behavior, reduce unhealthy attitudes and reinforce factors which may include grassroots activities, law enforcement efforts, and other media messages. An effective public education campaign must use multiple channels to reach the target audience with messages that are based on research regarding what is most effective. Research is needed to evaluate the effects and effectiveness of corporate-image campaigns and tobacco company- sponsored smoking prevention campaigns on smoking- related behaviors and attitudes among the adults in different socioeconomic subgroups.