The aim of the study is to identify possible differences regarding how men and women pay attention to product placement. The overall issue underlying the study is as follows:

● How does the attention of product placement differ between men and women?

In this study, the authors have chosen to use a multimethod research, which combines qualitative and quantitative methods. In order to fulfil the purpose and answer the main question, quantitative data was initially collected in the form of questionnaires. The data from the surveys were compiled and then mapped to provide a basis for the qualitative focus groups held with ten people, five women and five men. The choice of methodology fell naturally since the aim of the study was to identify possible differences regarding how men and women pay attention to product placements. The result shows that there are similarities as well as differences between the sexes within product placements dimensions, attitude, memory and brand recognition.