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This article is devoted to the applied aspects of application of a product placement technology as the advertizing tool on modern Russian television. Relevance of research of the matter is that today the given marketing tool in the Russian Federation isn't adjusted by the advertizing legislation in any way and, respectively, officially isn't considered as advertizing, being thus a demanded way of advance of goods and services. Owing to lack of the legislative regulation product placement technology, the process of its functioning in Russia is opaque to researchers. Process of tracking of the mechanism and details of the using product placement within the Russian TV advertizing market, understanding of system of formation and further distribution of the advertizing budgets which are taken away under this instrument of marketing is extremely complicated. The main stages of integration are considered, interaction mechanisms with customers and supervisory authorities of the power are analyzed. Systematization of the mechanism of the product placement pricing is for the first time given in this article. Besides the detailed analysis of program preferences in case of the using of the declared marketing technology is given.

This article is devoted to the practical and theoretical aspects of product placement application within modern Internet mass media. Relevance of the research is proven by the fact that today this marketing tool is not regulated by the advertising legislation in the Russian Federation and officially, it is not considered to be advertising, being at the same time a demanded method of goods and services promotion. Due to the lack of legislative regulation, there is no theoretical judgment of product placement application in the online sphere. The article provides the analysis of benefits and shortcomings of promotional materials implementation through the declared technology in Internet mass media. Further prospects of industry development are demonstrated, and up-to-date statistical data on the size of interactive advertising market in the Russian Federation are provided.