Abstract. The article shows that the need to use integrated marketing communications in modern business is increasing, which is essential for establishing long-term consumer relationships. One such way of interacting with consumers is product placement, which is widely used in marketing communications. The importance of the practice of product placement is demonstrated by the fact that today, the growth rate of its use already significantly exceeds that of traditional advertising. Consequently, traditional television advertising is an increasingly less effective way to promote a brand or product. In this case, a unique role is assigned to product placement, which is the most important marketing method for attracting the attention of consumers and influencing them. The practice of product placement in the Georgian market is quite widespread. Nevertheless, in the Georgian scientific space, more research is needed to be dedicated to this issue. Considering this, the paper aims to study the impact of product placement on Georgian consumers' attitudes towards brands.

Based on the analysis of literary materials, the paper identifies the main variables related to product placement. Such variables include: Acceptance of product placement; Awareness of the placed brand; Recall of the established brand; Attitude toward the placed brand. For the characterization of each variable, relevant items are used, based on which the research conceptual model is developed and the research hypotheses are formulated.

The research design was based on a quantitative research method, namely, a consumer survey, and a questionnaire consisting of several structured questions was selected as a research tool. The study measured variables and relevant chosen items based on the literature. A five-point Likert scale is used in the questionnaire. The survey was conducted using the electronic interview method. The research uses a self-administered survey method. The research's target audience was Georgia's population, and different cities represented the study area. The sample was formed based on the probability method. Given a 95% confidence level and a 4% margin of error, a total of 654 respondents over the age of 18 were interviewed. The obtained results were processed by the statistical program SPSS 21. The regression analysis method is used to determine the relationship between the variables.

Based on marketing research, the attitude of Georgian consumers towards the main variables of product placement has been identified. Using regression analysis, statistically significant values that reflect the relationship between product placement variables were obtained.

The research showed that Georgian consumers positively perceive the characteristics of product placement. Statistical analysis confirmed the reliability of the model used in the study. The study results revealed that selected product placement characteristics are relevant to consumer relationships. Therefore, the study results have theoretical significance in using product placement as a marketing communication tool. The practical implementation of the research results will help managers working in marketing communication expand their understanding of product placement technology and actively use it to promote their brands and attract target audiences.