The contextual relevance effect on financial advertising

Abstract

The contextual relevance effect is an important factor for the effectiveness of financial services advertising that corresponds to the message effects such as ad recall (RAD), perceived contextual relevance (PCR), message involvement (MI) and attitude towards the ad (AAD), created during the process. Thus, this study examines whether the contextual relevance effect increases RAD, PCR, MI and AAD. The results reveal that the contextual relevance effect increases RAD, PCR, MI and AAD. Moreover, MI mediates PCR on AAD. Implications based on the findings demonstrate the importance of contextual relevance as a metric for financial services advertising effectiveness.