caching - Ask the browser to cache our images( ASP.NET/IIS )

I just ran Google's Page Speed application against our site and one of the recommendations was to Leverage browser caching. Expanding this revealed the following:

The following cacheable resources have a short freshness lifetime: Specify an expiration at least one week in the future for the following resources:

<a long list of images >
<some javascript files >

How do I go about lengthening the "freshness lifetime" of particular images?

It's an ASP.NET project running on IIS7.5

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