Call to action (CTA)

The term call to action is used in marketing fields.

Fields of application

The call to action is used in different media channels such as radio, TV, online or print to invite the respective target group to an action, for example the purchase of a product.


In radio and TV, the request for action usually takes the form of a verbal or textual call. Print channels use effective text formulations. In online marketing, however, the call to action is visualised by a noticeable button, online banner or hyperlink on websites or in a newsletter.

Technical terms for C