How to cram account planning - the jon steel crammer

I have been acquiring planning books at a rate of notes for reasons which will become apparent soon  - but this was one mispurchase I didn't mind a bit. I have read Jon Steel's truth lies and advertising but had never got my own copy. It is the best introduction to Account Planning - that trade I have followed for so many years. But what arrived in the mail wasn't the book but the crammer for the book so I could pass an exam in it.  The left hand side of each page is full of definitions so you can memorise the key terms then put your comments on each chapter on the blank page on the right.

Here's some definitions for you: Account planner refers to an outgrowth of British Agency structure where a planner initiates and reviews research and participates in the creative process. In some agencies the planner is considered the spokesman for the consumer.

An advertising campaign is a comprehensive advertising plan that consists of a series of messages  in a variety of media  that center on a single theme or idea is referred to as an advertising campaign

A brief refers to a statement of a party's case or legal arguments usually prepared by an attorney. Also used to make legal arguments before appellate courts.

A brand is a name, symbol, or design that identifies the goods and services or one seller or groups of sellers and distinguishes them from the goods or services from competitors is a brand.

There's also an online area I can sign up for where I can do practice tests - at last I can be an accredited planner..

I knew planning was getting academic - there are now several honours courses in the discipline - you can even study integrated communications for 3 years. What I had not anticipated was reducing learning to the memorising of key phrases and a form of mutiple choice testing which enables candidates to parrot back what they have 'learned'. This isn't training - this is mindless. Who is buying this stuff (me!) Who thinks it is going to help them get a job?

Don't let this put you off the original - that WILL help you get your first planning job. Here's a reference to the book and an interview with Jon Steel I put on my site last year.