This study spotlights the effect of experimental advertising on the advertising credibility of banking sector in Pakistan. In this study we considered all dimensions of experimental advertising i.e. cognitive, sensory, emotional, relational and behavioral to predict the behavior of business graduates towards the advertising appeal of both conventional and Islamic banks advertising. We analyzed the responses of 400 business graduates regarding the advertising appeals of both conventional and Islamic banks. We applied SEM to test the hypothesis of the study. The findings revealed that all five dimensions i.e. cognitive, sensory, emotional, relational and behavioral aspects of experimental advertising have positive significant effect on the advertising credibility of both conventional and Islamic banks in Pakistan. This study contributes in many ways. This study will add quality literature from Pakistani contacts, more ever, it will help the decision makers in designing their advertising strategies and promotional campaigns.
Key words: experimental advertising, credibility, banking sector, SEM, Pakistan
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