Product placement

In order for 'i' to increase their sales, they should consider product placement. If they put a newspaper in the adverts that appear on student union TV stations, or even put an advert on broadcasting stations in the cities that have the highest student population. That would get students more familiar with the paper and 'plant the seed'. So that when they next go to buy a paper, they will remember the advert and pick up 'i'.

Finding out which cities in England, Scotland and Northern Ireland have the highest student population and sending a copy of the paper to each household is a key way of gaining more readers. This is called direct mailing and has been very affective for other newspapers in the past. It will gain a direct response from the customers they are trying to target.

Ultimately, the 'i' newspaper is written to gain a direct response from the customer. This direct response will:

1. Get the attention through design, ad size, placement and timing.

2. stimulating interest by touching on human emotions, desires and needs.

3. Creating desire by offering solutions (benefits) to emotions, problems or needs.

4. Getting action be making the solution highly desirable yet affordable and easy.