Product Placement is as a Method of Exposure on a Consumer's Behavior

To date, the main problem that leading experts in the advertising market are engaged in is the decrease in the effectiveness of the advertising message. Consequently, it leads, on the one hand, to the increase in the quality of advertising production, and on the other hand to an active search for alternative options for attracting consumer attention. Thus, under the influence of these factors, BTL-advertising technologies are actively developing. One of the types of indirect advertising is the Product Placement technology. The main advantage of this type of advertising communication is that it partially overcomes the existing barriers to advertising perception. Despite the demand for the Product Placement Technology, it is still poorly examined both from a scientific and applied point of view. Regarding this, the purpose of this paper is to analyze the consumer impact of the Product Placement on the Russian consumer. This master’s thesis, the volume of which is 117 pages, consists of three chapters: two theoretical and one practical. In the theoretical part of the thesis, the current classification of the Product Placement in all areas of its application has been studied, and the legal specifics of the Product Placement in Russia have been examined. Separately within the framework of the work, a cross-cultural consumer attitude in different countries of the world was considered. Within the framework of the practical part, the attitude of the respondents to the Product Placement for the film "Yolki 3" was analyzed using two methods: a questionnaire that studied the impact of the Product Placement technology on consumer perception, and Eye-Tracking, through which the results obtained during the survey phase were described with the help of additional video review indicators for the sample (the core of the target audience that prefers comedy genre).