The overall purpose of an advertising seminar for the retail community is to educate business owners and managers about the various forms of advertising that are available to them, how they work (or don't work!), which advertising forms work best for which stores and how to identify the best advertising for particular stores. The presentation is given within a marketing framework with the understanding that advertising is a part of the total marketing effort.           Emphasis is placed upon effective utilization of an advertising budget or how to best allocate expenditures for maximum return and minimal overall waste. Information presented is based on the most recent research in the areas of consumer behavior and the psychology process involved in learning. The approach here is to show how to expand overall reach by carefully selecting appropriate media outlets based on indigenous demographic needs. OBJECTIVES           One objective: To objectively build a factual (not emotional) case for using various media in the planning and allocating of annual advertising budgets. To show businesspeople and ad managers how to "franchise" the minds of customers and potential customers in their marketing/selling area and to educate them on how media and advertising work, taking into consideration basic principles of consumer behavior, the psychological processes of learning and behaving in a consumer driven society and the marketing principles that all retailers should understand if they wish to sell potential customers that advertising brings in.