The advertising manager system of organizing advertising department is not universally accepted. The product manager system also got its approval by some business concerns. This system is more suitable for consumer packed goods like soft drinks, tooth paste etc. The product manager who has real knowledge of the product is also responsible for marketing activity including advertising. Here product managers replace the advertising department and advertising managers. The functions of the product managers regarding marketing are , they decide on the advertising strategy, they decide on copy and media and implement them, they manage the advertising budget. Regarding the retail store advertising department, most of the retail firms do not get the service of advertising agency, as it is expensive. They have their own advertising department. Large retail outlets feel that they can do the job economically and in a better way through the use of their own personal. Here copy writing, artwork, media selection etc, are done internally. As retail store advertising is a company owned advertising agency; they serve only one client. But a very small retail store cannot maintain a separate advertising department. Therefore they have to hire advertising agency.