In early media, for example radio in the 1930s and 1940s and early TV in the 1950s, programs were frequently underwritten by businesses. So called soap operas were originally underwritten by consumer packaged products companies such as Procter and Gamble and Unilevel. Sponsorship is still present today with programs being supported by chief traders such as Hallmark. Integration of products into the actual plot of a TV show is usually called “brand integration”. Sex in the City and Knight Rider are good recent examples of brand integration.

Product placement can be seen in plays, movies, television series, soap operas, music videos, video games and books. It became more widespread starting in the 1980s, but can be traced back to 1940s. Covert advertising appears with the enclosure of a brand’s logo in shot, or a positive mention or emergence of a product in shot. This is done with no disclosure, and under the principle that it is a ordinary part of the work. The most popular form is movie and television product placements and more lately PC and video games. Lately, websites have tested with in-site product placement as a income model.

Covert advertising is a type of advertising when a product, brand or service is embedded in entertainment and media. For instance, in a movie, the main character can use a product of a definite brand. For example, he can use a phone with a definitely seen logo in the top corner, or a watch with an engraved logo. Any character can mention his favorite product sometimes a couple times. Sometimes car logos can be clearly displayed on the front of the automobile.  Covert advertising can be widely observed in James Bond movies, the most notable is Casino Royale.