Professionals staffing the advertising industry have a double role to fulfill. They must perform in a manner which will maximize their clients' economic goals as well as maintain a sense of social responsibility which is entrusted with any and every mass media decision-maker. Little research has been done, to date, on which personal qualities exhibited by advertising executives are predictive of successful attainment of both roles. Described are the potentially different socially responsible behavior exhibited by male and female advertising executives. Sex may be predictive of unique perspectives brought into the social responsibility role. The potential for successful completion of the male and female advertising executives' economic role should be examined in future research. (Author/CJ)