Today, organizations, with the help of various advertising media, in order to identify and introduce their goods and services and declare their distinction with similar goods, are trying to send influential messages in order to encourage audiences to buy, and on the other hand, people are faced with a variety of advertising by a variety of media channels available at any time and place; this has caused the audiences to be bored and distressed, and has heavily influenced the effectiveness of advertising. As a result, covert advertising has been paid ever increasing attention in marketing. This research aims to investigate the effects of hidden advertising on customers' purchasing intention based on the moderating role of demographic and brand reputational variables. The statistical population of this study is all consumers of consumer goods in Tehran, among which 384 people who viewed Bahooneh (Excuse) a T.V. Cooking Program were randomly selected. Structural Equation Method (SEM) has been used in the form of SmartPLS software to analyze the data. The findings of the research indicate that the use of hidden advertising has a significant positive effect on customers' intention to buy, and among the dimensions of hidden advertising, type of advertising and merchandise mental imvolvement, affect the intention of the purchase, and the media of hidden advertisement does not have a significant effect on customers' intention to buy. The results also confirm the moderating role of gender-demographic variables and the lack of confirmation of the moderating role of brand reputation in the relationship between hidden advertising and customers' intention to buy.