July 2, 2009
The Importance of Call to Action
Put simply, the Call to Action is the aspect of the ad that prompts a consumer to take responsibility and learn more about your product or service. No matter what your message is, if you don't ask your consumer to do something, your ad will get lost in the shuffle.
A simple "click here" or "call for details" in your ad can mean the difference between a profit and a loss. It is different when speaking about a branding campaign where all you want to do is get your logo recognized and name remembered. The Call to Action campaign is the way to go when you are looking to engage the audience and seek their response.
The Call to Action also involves the audience on a personal level to make them feel that they are a part of your campaign. People love feeling that they are a part of something and being invited to join in makes them feel special. People are more likely to buy your product if they have a personal interest in it. Simple lines such as "Join us" or "Be a part of the action" engages the audience immediately encouraging their response..
It all boils down to emotion. If you invite the consumer to be a part of your campaign they will respond emotionally because they feel that they are important and then it will turn into a physical response because they've been prompted to take action.
As you can see in the examples, each incorporates a phone number and website. The television example also tells the consumer to call or log-on in order to make the connection.
By Rachel Moses
Account Executive
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