We would be happy to talk with you about the BSM, or you may want to read about it in Strategic Integrated Marketing Communications and Strategic Advertising Management.

• It is a planning tool that looks at how decisions are made and the roles people play in the decision process.
• When we communicate with advertising or other marketing communications it is important to remember that we are talking to individuals, but as individuals in a role.
• First, a BSM identifies the stages a target audience goes through in making a decision, then for each stage in the decision process looks at:
  • Who: those involved in the decision and the roles they play
  • Where: the likely location of the stages
  • When: the time and timing of each stage
  • How: a capsule description of how each decision stage is accomplished.
• The BSM helps set overall communication objectives, and can help you understand
  • the complexity of the target audience
  • the complexity of the purchase and usage decision
  • opportunities for trade incentives
  • the need for multiple messages
  • opportunities for unique message delivery