Nowadays consumers can experience a new type of advertising. Programs of television channels contain an increasing number of product placements
which might be perceived by consumers. Product placement differs from the classical components of the marketing-mix and is evaluated differently
in different countries. In our research we explore the effects of product placement in the segment of younger consumers and the reasons for
companies to use this special type of advertising. Our goal is to provide a short overview which tries to answer to the question how product placement
can influence consumers’ buying habits
