PRODUCT PLACEMENT AS A PROMOTION TOOL IN THE CONSUMER'S OPINION

Abstract

Continuous development of marketing led to the creation of a new marketing communication tool, which is product placement.
The main purpose of the conducted research was to determine the recognition of activities by consumers in the field of product placement, the impact of product placement on the attitudes of consumers and their relation to this form of promotion. The research was based on a specially prepared questionnaire, which was completed by the respondents using an online survey.
The analysis of the collected material allows to formulate the following conclusions. It should be noted that product placement in television programs is very well recognized by the recipients. Especially visual placement, which takes place in TV series and culinary programs. Promoted products are usually food products and mobile networks. In the majority of respondents, this form of promotion does not raise any objections. They like its very much and declare the willingness to buy products promoted in this way. Product placement is a form of promotion better accepted than advertising and it should be seen in the future in promoting products.