Creating ambiance in marketing is creating feelings through the accumulation of all the little details.

It's about communicating to people through a set of intangibles - all the things that people only notice if they are out of place.

It's how the store or advertisement feels on a gut level rather than a conscious level.

Ambiance shows up in unexpected ways - it's the result, the feel of the environment as a whole.

Asking: Does this element support the ambiance of the experience I am trying to create or take away from it?