In marketing, a call to action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as "click now", "find out more" or "visit a store today".

A CTA can be a simple non-demanding request like "choose a colour" or "watch this video", or a much more demanding request. An obvious CTA would be requesting the audience to purchase a product or provide personal details and contact information.

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