This paper describes an experiment which tested the effectiveness of warm and cold appearance endorsers for for-profit and not-for-profit print advertisements. Moreover, the effects of positive/negative publicity surrounding the endorser have also been evaluated. The research results show that...

The paper consists of two research projects. In the first research project, the matches between the products concerned and a number of celebrities were analysed. In the second research project advertisements with the best and worst product-celebrity matches, respectively, are compared with...