In the complex world of advertising today, in the face of dramatic changes in media, consumer lifestyles and corporate structures, there is a tendency on the part of advertising professionals, both agency and client, to feel that they must reinvent the field of advertising each day if they are to cope with the face of change in their world. The University faculty members in Marketing and Journalism departments, who are charged with the responsibility of studying the basic issues of advertising and teaching the next generation of advertising professionals how to be successful are having a harder time keeping up with ever-shifting priorities of the advertising profession. What should they study? What should they teach? What should they research?