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IntroductionTodays marketers are looking for other approaches to communicate and connect with their target hearing and a technique that is receiving to a greater extent and more attention over the last(prenominal) decade is product placement. Product placement is not a raw concept, but it has become much more prevalent in young years. It is not hardly due to the changes to the way viewers are notice television, but also for the advent of new technologies.This marketing communications technique is evolving. While before companies tended to sponsor a film, or TV series, nowadays they are buying space within the programme. With this new concept, companies privy inflict money on very expensive advertisement, and film producers and TV networks can get extra sources of funding for production.Moreover, advertisers are aware that seeing your best-loved TV series character sipping a Coca-Cola, using an iPhone or unprompted a Toyota, can book a far more ingratiatory effect on vie wers due to the emotional connection to the theme and characters.Car manufacturers are one type of company that are reservation the most of product placement, and are signing deals with broadcasting networks and film producers to declare their vehicles starting and characters talking about all the amazing features of a detail car model.Toyota is by far, the company investing the most in the make use of of product placement, and in fact is trying to impose their presence, not only during episodes of certain TV series, but also dictating the rules to certain TV networks to construct dedicated pages on their websites.Marketing CommunicationsIt is difficult to find a universal definition of marketing communications, and there are many assorted orientations regarding the subject. The table below summarises the main ... ...tial effects on consumers memory and marker attitudes. Prominent placements are most likely to be remembered, but they have a positive influence on the consum ers attitude toward a brandmark only if they are consistent with the plot (Wilbur, Goeree and Ridder, 2008).American consumers, for example, are more likely to buy a product that was shown in a movie, and American students prefer product placement in films to traditional advertising (Lee and Chung, 2009).Moreover, households appear to have better attitudes to product placement, followed by adults 25- 54 and adults 18-49 (Wilbur, Goeree and Ridder, 2008).Overall results of juvenile studies indicate that consumers are incline to have positive or unbiassed attitudes towards product placement and that the effect of it can differ depending on consumers peculiar(prenominal) differences in their personalities (Ju and Tinkham, 2011).