Interactive television (IPTV) leads to noteworthy changes in marketing and advertising. As an innovative technology, IPTV provides advanced, customized, and personalized television services, with interactivity assumed to be the major difference from traditional media. The purpose of this study...

While most brands belong to individual enterprises, some brands are collective and based in a single territory. This paper, based on qualitative research, examines the characteristics of these territorial brands using the case study of the wines of Champagne in France. Employing a series of...

International advertisers often wonder whether to adapt their copy to each country they operate in or to globally standardize their message, especially in non-Anglophone markets. While the current business lingua franca is English, how easily can it be introduced into advertising without...