What is a 'call to action' (CTA)?

A 'call to action' (CTA) is a prompt that encourages customers to take a specific action, making option B the correct choice. In marketing and sales, a CTA serves as a guiding direction for the audience, motivating them to engage further with a product or service. This could include actions such as signing up for a newsletter, making a purchase, downloading a resource, or contacting a sales representative.

CTAs are crucial because they create a clear pathway for potential customers to follow, ultimately driving conversions and enhancing the effectiveness of marketing efforts. By providing explicit instructions or suggestions for what the audience should do next, CTAs help to close the gap between interest and action.

The other options do not accurately describe what a call to action is. A summary of customer concerns focuses on understanding and addressing client needs rather than prompting action. Social media advertisements include various content types, but a CTA is a specific component that encourages interaction. Finally, a closing statement in sales presentations is typically aimed at summarizing the conversation and may not include a direct prompt for the audience to take immediate action. Thus, option B most accurately defines a call to action.