Seyyed Mahmoud Hosseini Amiri - Department of management, economics and accounting, Payame-Noor University, PO BOX ۱۹۳۹۵-۳۶۹۷,Tehran, Iran

The objective of all advertising (AD) campaigns is to maximize the number of peoples who visit an ad. Thus the degree of access to audience and more repetition of ad is of various means to attract more audiences’ attention to commercial ads. But the the degree of access to audience and more repetition of ad actually lead to the increase of firms’ ad costs. The aim of this study was to evaluate and validate ad effectiveness by using Islamic cues in ad poster. This is an experimental study by using one experimental group with 384 people. The result of this study shows that individuals with religious beliefs are affected by ad messages including Islamic cues than usual ad message and respondents have shown high positive emotion to the ad and also their attitudes to the ad have lead to their high attitude to brands

Advertising effectiveness, purchase intention, Islamic beliefs, Islamic commercial ads model