Product placement is a communication strategy that involves subtly integrating a product into cultural or entertainment content, usually through a contractual partnership. This approach offers companies the opportunity to promote their brands to potential consumers in a positive way. By inserting their products into films, television series, or other media, advertisers can benefit from viewers' emotional engagement, generating meaningful reactions.

In practical terms, product placement means that a manufacturer or distributor contributes financially or materially to the production of audiovisual content in exchange for on-screen visibility of its products or brand. The goal is to obtain positive and credible exposure for the product or brand through positive use or mention by the actors, thereby reinforcing its legitimacy. However, to maximize the effectiveness of this strategy, it is essential to integrate it into a long-term communication plan.

Product placement can be considered a form of subtle, even covert, advertising, and can be extended to various fields such as theater, music, video games, and literature. Some film professionals, like Steven Spielberg, believe that integrating real brands and recognizable products enhances a film's realism. To increase the impact and memorability of the placement, it is recommended to incorporate it organically into the script, encouraging interactions between characters and the products.

Although product placement has become a common practice in the global film industry, studies show that the reception of these placements can vary significantly from one country to another. This phenomenon illustrates the importance of considering the specific characteristics of each country.

In the field of marketing and advertising, product placement refers to the strategy of integrating a product or brand into audiovisual content, such as a film or television program, for a fee. A classic example would be the presence of a BMW in films featuring the famous secret agent James Bond.

Product placement, also known as product placement in English, involves discreetly integrating products or brands into media content such as films, television series, or music videos.

In the entertainment industry, products and brands are often subtly featured in films, television programs, and other media, often without being explicitly identified as advertising. This type of promotion, known as product placement, is typically done in exchange for financial compensation. It is common practice to use specialized agencies to arrange these placements.