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Dictionary by pitch.dog
Campaign concepts & creative assets · Core

Call to action

Also called: CTA

ELI5

A direction inviting the audience to take a next step, such as visit, buy, sign up or learn more.

Used in conversation

“Can we align with the client on the call to action before the bid is locked?”

Pitch context

You may hear this during a commercial brief, treatment, bid, award or pre-production process.

Why it matters: Helps interpret the brief, director treatment, bid, award, production process and campaign deliverables.

Connected terms

  • Communication objectiveThe communication objective defines the intended audience effect; the call to action specifies what the audience should do.
  • Call to actionAn advertising call to action asks the audience to act; a pitch call to action asks the recipient for a decision or next step.
When the words have to travel

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Sources & evidence · 6

Direct term-level sources and supporting source families.