We would be happy to talk with you about the BSM, or you may want to read about it in Strategic Advertising Management. You can also learn about it in my online course, "Building a Purchase Decision Matrix" here.

• 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