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Introduction Today’s marketers are looking for other approaches to communicate and connect with their target audience and a technique that is receiving more and more attention over the past decade is product placement. Product placement is not a new concept, but it has become much more prevalent in recent years. It is not only due to the changes to the way viewers are watching 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, now they are buying space within the programme. With this new concept, companies can cut 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 favourite TV series character sipping a Coca-Cola, using an iPhone or driving a Toyota, can have a far more persuasive effect on viewers due to the emotional connection to the story and characters. Car manufacturers are one type of company that are making the most of product placement, and are signing deals with broadcasting networks and film producers to have their vehicles appearing and characters talking about all the amazing features of a specific car model. Toyota is by far, the company investing the most in the use 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 have dedicated pages on their websites. Marketing Communications It is difficult to find a universal definition of marketing communications, and there are many different orientations regarding the subject. The table below summarises the main ... ...tial effects on consumers’ memory and brand attitudes. Prominent placements are most likely to be remembered, but they have a positive influence on the consumers’ attitude toward a brand 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 recent studies indicate that consumers are incline to have positive or neutral attitudes towards product placement and that the effect of it can differ depending on consumers’ specific differences in their personalities (Ju and Tinkham, 2011).