Abstract:

Marketing is a field of science that has already well-established with us. The constantly growing requirements and needs of customers mean that no activity of the service and production can do without effective marketing activities. Technical and technological progress, and the more competition on the market, force entrepreneurs to look for innovative methods of promoting their products, because traditional advertising has recently aroused a negative attitude among many consumers. The key to success in this area turned out to be the use of product placement, i.e. presentation of the product in its "natural environment". Such product placement makes it possible to overcome the barrier experienced by the consumer in relation to the advertising message. In Poland, this form of promotion is used more and more often, because the requirement of modern marketing is something more than producing a good quality product, delivering it at the right time and place, and offering it at an attractive price.

Therefore, this article aims to not only present the theoretical foundations regarding product placement as an innovative promotion technique that is used by more and more entrepreneurs, but mainly to prove, through own research, that product placement is positively received, has a greater impact on modern society and that this form of promotion may replace traditional advertising without arousing a negative attitude of the recipients.