Product placement is one of the useful and important marketing tactics for companies. This research aims to investigate the effects of different product placement types, locus of control, and product categories on customer's brand attitude and purchase intention, and also provide some suggestions for practical marketing strategy and future research in the end of the paper. The results show that product placement types affect customer's brand attitude and purchase intention, especially for prominent placement, which has a better effect than subtle placement. Also, there is no significant difference between locus of control and the effect of product placement. Results also show that product categories have no significant interference effects toward product placement types, locus of control, brand attitude and purchase intention. But there is a significant difference between product categories and brand attitude. Particularly, shopping goods will give customers better brand attitude than convenience goods.