Marketers are now investing more in digital with copytesting.
Opposition to copytesting:
-Can copytests for tv translate to digital?
P&G is one company that has evaluated the effectiveness of copytesting and found it to predict sales impact from ads.
One agency reported that nearly 75% of its clients routinely test ads during development stages.
Single most important question to ask a consumer: "Would you like to see the ad again?"
"Digital is not a single advertising medium, but rather an accumulation of media and should be addressed as such," accoridng to Ratna Ralkowski, research director of Ameritest.