The internationalization of the film industry has greatly contributed to the development of intercultural placement of products and brands in the audiovisual supports. Therefore, it is interesting to study the efficiency of this communication technique, according to different cultures. This research is primarily a conceptual framework describing the cultural differences in attitudes toward placement, and secondly, an empirical validation conducted among 763 individuals, belonging to 4 countries culturally different: Tunisia, France, Poland and Italy.The results showed that there were significant disparities between cultures when appreciating
advertising, placement in general and creative techniques of placement in particular.
