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Dictionary by pitch.dog
Messaging, proposition & voice · Core

Call to action

Also called: CTA

ELI5

A prompt telling the audience what to do next.

Used in conversation

“The brief needs to say which audience should remember call to action.”

Pitch context

You will see “Call to action” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches messaging, proposition & voice.

Why it matters: In messaging, proposition & voice, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

Connected terms

  • Call to actionThe same visible label “Call to action” names different concepts.
When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.