The perennial success of Texas Tech University teams competing in the annual National American Advertising Federation Student Advertising Competition highlights three of the diverse roles an adviser to a competing team must fulfill. Although no one adviser posseses expertise in all fields, such as marketing, drama, or English, the adviser must be a generalist who can effectively manipulate the activities that take place within these fields while preparing for competition. As a promotor, the adviser must conduct in-house "pitches" to encourage first rate students to apply, and conduct outside promotions that will cultivate connections with news sources and printers or other businesses that work in advertising. Effective promotion is contingent upon the adviser's skill at organization. Though organizational structures vary depending on the case type, the number of team members, and their respective abilities, the adviser should conceptualize a schematic portraying the selected structure. He or she must also establish the boundaries of responsibilities and behavior. The final test of competition preparation is how well teams perform in the competition. The adviser should take into consideration all variables distinguishing the classroom from the real competition and conceive of a pre-competition evaluation system that is fair and allows students the educational benefits of such a learning experience. (HTH)