The purpose of this study is to identify and compare the skills and knowledge areas that are valuable for success in broadcast advertising sales from the perspectives of broadcast managers and broadcast educators and to identify and compare to what degree recent graduates of broadcast-communication, business, and other majors perform or exhibit these skills and knowledge areas as perceived by selected broadcast managers and broadcast educators. The opinions of the broadcast managers and broadcast educators were determined from responses to a questionnaire of fifty-six items. The questionnaires were distributed to the chairs of the departments or areas responsible for broadcast curricula at forty-two four-year universities as listed by the 1983 Broadcasting-Cablecasting Yearbook [Sol Taishoff, editor, Washington, Broadcasting Magazine] as offering degrees in broadcasting, and 126 broadcast managers who were randomly selected from the broadcast markets in which the forty-two educational institutions are located.