The Call to Action role gives people a reason to buy, use or find out more about a brand, store, issue or cause. See 2009's top performers in this role.
Call to Action advertising, whether for sales, deals, or direct response-based communication, promises an unequivocal benefit the consumer can act on.
Call to Action advertising is not just about price and phone numbers. It can also prompt readers to change their current behaviour, or direct them to another platform, such as the internet.
How consumers respond
Call to Action advertising triggers readers into action. Whether it's buying off the page through a coupon or phone number, driving consumers in-store or getting them to do (or not do) something.
The four ads below for Coles, Target, NSW Govt and Woolworths all perform particularly strongly in the Call to Action strategic role and significantly above the All Newspaper Norm.
In the case of Coles and Target, they deliver their value propositions using 'typical' retail conventions using a well known template.
On the other hand, both NSW Health and Woolworths take a less assertive approach with a softer tone of voice, while still succeeding in generating a strong response, especially compared with the All Newspaper Norm, clearly showing that Call to Action advertisingn doesn't always need to rely on an overt approach.
Why put it in a newspaper?
No other medium says 'today' like newspapers, and Call to Action ads are most often about the here and now.
This immediacy is ideal for driving a high level of response. And as newspapers are a 'cut-out-and-keep' medium, sometimes literally, no intermediate action (such as writing down a phone number) is required.
Newspapers have also been proven as an effective way to drive people to websites.
Learn more about Role Map, one of The Newspaper Works' proprietary measures.
Download the presentation below on the strategic role of Call to Action, including Role Map measures for newspaper ads featured in this article.
Like to know how other advertisers have applied this strategic role to newspaper advertising? View the case studies below.
COI Quit Smoking (UK): Special newspaper feature drove 421,978 readers to find out more about quitting the habit. What's more, nearly half of all smokers who recalled the pull-out were very likely to give up smoking - 50% higher than all smokers.
Dove (UK): Nearly 10% of consumers who saw the Dove newspaper ads during Mothers' Day ads did something which resulted in a sale, representing around 80,000 sales.
Nestle Oats & More (UK): Newspapers alone were responsible for an 8.3% incremental sales uplift for this cereal product in their integrated campaign.