Financial advertising

As students of commerce and management, you are aware that public limited companies invite the general public to subscribe to the share capital of the company. These are as many as 50million shareholders who invested more than Rs. 26,000 crores in 1992. In 193-94, over a thousand public issues are vied for a capital pie of roughly s. 40,000 crores. Obviously, the market is fiercely competitive. A small part of this investor community can always be motivated and won with advertising campaign that understands their aspirations and respects their intelligence. Some private and public limited companies invite people to deposit money in the company as a loan or sell bonds and debentures to the general public. In the later life of the company for expansion and diversification or for capital investment, the company may approach the shareholders again in the form of a rights issue or may offer share to the public again.