Rather than promoting a product or service's specific attributes, image advertising promotes an overall perception of a company, product or service. Image advertising is generally used to position a product relative to the competition. For example, to create an image of it as a luxury product. Contributed by: MarcommWise Staff
Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (e.g., "This is a woman's cigarette").