The advertising manager participates in the development of marketing plans, acts as the principal contact with the advertising agency, provides the agency with market and product data and budget guidelines, and critiques the agency's creative and media recommendations at the time of (or prior to) their submission to marketing management. The advertising manager normally reports to the corporate or division marketing manager. Comment: Many consumer packaged goods companies with product manager setups do not have an advertising manager; rather the functions listed above are performed by product managers or brand managers for their assigned products. If, in such setups, there is an advertising manager, this executive usually is limited to providing expert counsel and services to the product managers.