ABSTRACT
Table 1 below demonstrates how users could react to a restriction, given their own strategies (drawn from Part A above) and those of suppliers (see Section B). The table considers the situation for the six types of branding sectors developed in Part A and considers, for each relevant type of commercial communications, the effect, in terms of users reactions to a restriction on its use. Note that, in the event that the restriction limits a particular type of user from using certain forms of commercial communications, the table can again be used to determine what he/she is most likely to respond with in terms of altering his/her commercial communications or marketing mix. Reactions are ranked in order of priority so the most likely reaction is listed first. Blank cells indicate that that particular type of commercial communications is unlikely to be relied upon to any significant degree by the relevant branding sector type. Finally, for potential restrictions on new on-line forms of commercial communications, given that these will resemble direct marketing and sales promotions, these two categories of commercial communications should be considered when examining the potential effect of the restriction.
