Based on the mere exposure effect (Zajonc 1968), the mere unreinforced presentation of product placements can increase brand liking. In an experiment, we manipulated visual placement prominence and placement frequency for an externally and internally valid stimulus. As results indicate, a mere exposure effect can only be observed for frequently presented subtle placements that are embedded in a program that is watched with moderate or high involvement. No such effects could be observed for prominent placements. The results are discussed in their importance for placement effects research and marketing practice.