Today I got a snippy rebuke from a client for not including a call to action in a press ad.
Admittedly, it was an oversight - I'd sent it off in a bit of a hurry as one of the elements of a larger campaign, and I just forgot.
But it reminded me that, for quite some time, I'd deliberately left them out (I always lost of course).
In most ads, contacts like phone numbers, websites etc are already included. I'm not sure exactly what finishing your copy with "For more information call us on..." adds to that. Surely it's implicit in the idea of an ad that we want you to take up the service/purchase the product. Saying it explicitly is (1) Unnecessary and (2) Kind of patronising.
Does anyone know of any research that suggests that including a call to action actually makes a difference? Because, in the absence of any supporting evidence, or a situation where you want the prospect to do something unusual ("Attach expressions of interest to the leg of a carrier pidgeon..."), I'd still say they ought to be done away with.