Call to action marketing or CTA marketing is a strategy used to generate immediate response from the audience with the help of your marketing campaign. It is used to persuade users to take immediate action in response to your marketing efforts.
Immediate responses are generated usually by using verbs in your campaign like call now or visit store today, etc.
You can read https://www.feedough.com/call-to-action-marketing-the-definitive-guide-to-cta/ for in depth understanding on the topic.