Image advertising is undertaken primarily to enhance an organization’s perceived importance to a target market. Image advertising does not focus on products as much as it presents what an organization has to offer. In these types of ads, if products are mentioned it is within the context of “what we do” rather than a message touting the benefits of a specific product.
Image advertising is often used in situations where an organization needs to educate the targeted audience on some issue. For instance, image advertising may be used when a merger has occurred between two companies and the newly formed company has taken on a new name. It may also be used if a problem has led to negative publicity (e.g., oil spill) and the company wants to let the market know they are about much more than this one issue.