With the development of the media came a development in advertising as marketing professionals and advertisers got new media through which they could advertise products, services and businesses. Given that advertising can greatly influence consumers, marketers have found a way to advertise without it being obvious - there has been a development of product placement. In this form of advertising, the brand or some of the characteristics of the product through the mass media stand out. Depending on the target group of consumers, the company chooses one of the media with which to place hidden ads. The most common are: television, movies, series, newspapers, magazines, Internet portals and social networks. In this way, product manufacturers reach a large number of consumers who become aware of their products without being aware that a particular advertising message is being communicated to them. How successful product placement will be depends on which channels are used in the transmission of the advertising message, how consumers connect with the brand, consumer characteristics, the relationship that consumers have with the media space in which the message is transmitted and the like. As time goes on, it is to be expected that product placement will become even more integrated into people's everyday lives and that it will also have an increasing impact on consumer behavior when making purchasing decisions.