Product placements are a form of hybrid advertising where a promotional message is conveyed within the editorial content of an entertainment program. In recent years, the market for product placement has experienced significant growth, leading to an increased importance of this advertising format. Pascal Schumacher analyzes the impact of product placements in television shows on the conscious and unconscious processing of information by audiences. Through experiments, he investigates how product placements are stored in memory and how they influence the audience's attitudes toward brands. Based on the scientific insights gained from this objective, initial implications for marketing managers and legislators are derived.