Glossary: Call to Action

The call to action prompts the customer to carry out a particular action through its specific location in a medium, e.g. an email. The customer is directly approached and receives a prompt to interact. The call to action often has a prominent design and is preferably placed as a button or a header. As a central element of each advertising campaign, it is either a stand-alone or it is embedded in the running text. Examples are “Buy now”, “Book here”, “Receive voucher”.

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