A study explored the attitudes of professors of advertising toward well-known advertising practitioners, and the effect these famous practitioners have had on the teaching of advertising. Four influential and famous advertising practitioners were selected from a preliminary list of 10. Six statements reflecting each practitioner's advertising philosophy were then refined. The 24 statements were randomly ordered and placed on a questionnaire mailed to all members of the advertising division of the Association for Education in Journalism and Mass Communication. The 75 respondents indicated on a four-point scale the extent to which they agreed or disagreed with each statement. The results indicated that the philosophies of William Bernbach and Leo Burnett were the most widely accepted, that of Rosser Reeves was somewhat less popular, and that of David Ogilvy was not well received. The rank order of these famous practitioners did not change when correlated with the subject's number of years of teaching experience, although those with more experience exhibited more favorable attitudes toward Reeves and Ogilvy. By inference, these attitudes reveal what professors are saying to their students about advertising matters. (The scale used in the study is included in the paper.) (HTH)