The Influence of Product Placement on Formation of Trand Awarenes Among Russian Consumers

Product placement (also known as embedded marketing or brand placement) is a paid brand inclusion in different types of media (Liu, Chou & Liao, 2015). It is a developed industry with many benefits. This paper focuses on the particular advantages of embedded marketing that are brand awareness and brand perception formation. Previous researches studied this phenomenon a lot, but they did not take into the account Russian market in terms of brand recall and brand attitude. The goal of this paper is to research product placement influence on brand awareness and brand perception among Russian consumers and prove the existence of this effect practically. This aim was achieved via the experiment with the control group. This work will be helpful for marketing specialists for better understanding of Russian consumers in terms of product placement recall and as a theoretical foundation for further researchers that covers the lack of practical evidence about Russian consumers.