Call Report

Definition§

A call report is a formal record crafted by advertising agencies to document the details of meetings with current or prospective advertiser clients. Also termed as a conference report or contact report, this document serves as a comprehensive summary of the exchange, including when the meeting occurred, who attended, and the key points of the dialogue.

Examples§

1. Client Consultation:

   • Date: October 1, 2023
   • Attendees: Jane Doe (Agency), John Smith (Client)
   • Discussion Points:
     • New campaign strategies for Q4.
     • Budget allocation.
     • Project timelines and deliverables.

2. Prospective Client Meeting:

   • Date: September 21, 2023
   • Attendees: Mark Johnson (Agency), Emily Clark (Prospective Client)
   • Discussion Points:
     • Introduction to agency services.
     • Potential collaboration opportunities.
     • Next steps for proposal submission.

Frequently Asked Questions§

1. Why are call reports important?

• Answer: Call reports are crucial for maintaining a clear and organized record of discussions, ensuring alignment between the agency and the client, tracking progress, and setting actionable follow-ups.

2. Who typically creates a call report?

• Answer: A call report is usually created by the agency representative who attended the meeting, often a client services manager or account executive.

3. What should be included in a call report? - Answer: A call report typically includes the date of the meeting, attendees, main discussion points, decisions made, action items, and any follow-up steps required.

4. How often should call reports be created?

• Answer: Call reports should be created after every client meeting or significant interaction to ensure a running record of communication and agreements.

5. Can call reports be used in legal disputes?

• Answer: Yes, call reports can serve as evidence in legal disputes, providing a written account of agreements and meetings that took place.

Related Terms§

• Account Executive: An advertising agency employee responsible for managing client relationships and ensuring client’s advertising needs are met.
• Campaign: A series of planned activities and strategies aimed at promoting a product or service.
• Client Brief: A document provided by a client outlining the scope and objectives of a marketing project.
• Action Plan: A detailed plan outlining actions needed to reach one or more goals.
• Follow-Up: Subsequent meetings or communications to review outcomes and continue discussions from prior meetings.

Online Resources§

1. Investopedia: Meeting Minutes - A Related Reporting Tool
2. Wikipedia: Advertising Agency
3. HubSpot: How to Create Effective Client Reports

Suggested Books for Further Studies§

• “Agency: Starting a Creative Firm in the Age of Digital Marketing” by Riese T. Gregory
• “The Advertising Agency Business: The Complete Manual for Management & Operation” by Eugene Hameroff
• “Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads” by Luke Sullivan and Edward Boches

Fundamentals of Call Report: Advertising Basics Quiz§

Thank you for using this comprehensive guide to understand the importance and structure of call reports in the advertising industry. Enjoy mastering these concepts and good luck with your studies!