One approach to teaching a college-level retail advertising course emphasizes the use of newspapers and shopping guides. The course objectives are (1) to acquaint students with practices and problems of retailing, with particular emphasis on promotion and advertising; (2) to acquaint them with ways local advertising media meet promotional and advertising needs of retailers; and (3) to instruct them in procedures and techniques of advertising services of local print media. The course schedule includes a field trip to a local newspaper, assignments that involve students in market research and promotion, student involvement in telephone surveys for data collection, media guest speakers, and four or five assignments that include layout and illustrations. The coursework culminates in a 20-minute sales presentation by each student. In the presentation, students try to get the instructor (who is acting in the role of project retailer) to sign an advertising contract with their publication. The student's presentation book includes market promotion data (initially developed for an earlier assignment), information about the specific publication, rates and schedules, and speculative advertisements. (Appendixes include a syllabus, course schedule, detailed topic outline, topic reading list, and guidelines for guest speakers.) (HOD)