How do you know if an ad works? If your only answer is “by sales,” then you’re missing the point of most advertising and are likely shorting yourself on the full marketing power ads can bring to your marketing mix. Here are 6 of the more common categories of ads and how they might work for you:

1. Image Ads – Used to make your brand top of mind for key audiences. By definition, these tend to be larger-sized ads, beautiful, well-designed with little writing but a big message, because they are geared to create an “image.” They are generally done by large brands, but should not be ignored by smaller retailers and brands. If possible, co-op dollars can be used to help promote image ads locally.

2. Traffic Drivers – Also frequently considered loss leader ads. These are used to get customers into a store enticed by a great bargain. The upselling and real potential sales come after the customer is at your site. Inserts and sales circulars are generally traffic driver ads.

3. Impulse Sales – Used to create demand for a product that may be unknown to a consumer. It’s a type of traffic driver, but unlike the loss leader can be for a high-end item such as the iPad mini or Google Nexus tablet during the holiday season. A key point of an impulse sale ad is “limited time” or “limited inventory.”  Mobile ads are generally impulse sale ads, but print and online display ads can create impulse as well.

4. Foundational Positioning Ads – These are used to differentiate you from the competition and introduce you to new customers. Grand Opening ads if done well can be positioning ads, creating a foundation for letting the consumer know who you are and why you are worth a try. These types of ads can and should be run in some periodic schedule so your value proposition is clear at all times. Portions of a foundational ad can be included in other ads, and frequently summarized are seen as tag lines, but a true foundational ad tends to be larger and provide proof of performance or positioning.

5. Good Neighbor Ads – In a sense, they are a type of foundational ad, but with a very specific purpose of proving your involvement and commitment to the community. They are distinctly separate from sales and can be sponsorship ads of charitable organizations, or “hats off” ads to local service providers. They only ring true if done outside of any disaster PR efforts. For instance, BP ads for the Gulf Coast are not Good Neighbor Ads. They are mia culpa ads used to regain some lost reputation. Good Neighbor ads are truly philanthropic and in line with a company’s mission or local commitment to a cause. They create affinity for like-minded consumers, but have no sales initiative.

6. Employee Motivational Ads – Many company’s say employees are their greatest asset, and way too few take out ads to let the world know how much they value their employees. These can include service award ads, welcome our new employee ads, honor our high service level employee ads. It’s hard to measure the goodwill they create, but they are usually framed and pinned to employee’s walls to show how much the external publicity is valued internally.

All ads, by definition, are Engagement Ads . They should make people want to be affiliated or involved with your brand, product or service to some degree or another. But, they are not all geared toward an instant or short-term sales.

The Walk-away: Ultimately every business needs sales to stay in business, but different ads serve different purposes. Each is a worthwhile investment if you are clear on your goals and are measuring results accordingly.