This set of papers represents the written record of the 1973 national conference for advertising educators held at Arizona State University in March. The conference focus was on current developments in the practice and teaching of advertising. The purpose of the conference was to bring insights about current advertising developments to the attention of advertising educators. The papers are divided into those presented by educators and those by noneducators. The educators' papers are subdivided into two categories, research papers and papers related to the teaching of advertising. The research papers deal with consumer behavior as it has impact on and input to advertising. The papers on teaching advertising describe recent developments in pedagogical approaches and methodology. The noneducators' papers include perspectives on advertising regulation, views of trends in advertiser management and agency service, a review of media procedures, analyses of the employment and placement situation, and an overview of advertising's next generation. (RB)