The term Merchant Banking has its origin in the trading methods of countries in the late eighteenth and early nineteenth century when trade-taking place was financed by bill of exchange drawn by merchanting houses

A high volt advertising campaign is launched to push the public issue. Lead Manager should be very selective in ‘choosing the advertising agency for this purpose. Only those agencies which specialize in launching capital” offerings should be entrusted with the job of advertising the Issue. Advertisement themes should be finalized keeping in view SEBI guidelines in this regard. A proper mix of media vehicles viz., Press, Radio, Television campaign and Hoarding, etc., should be used. Lead Manager should also arrange for press briefings, brokers, and investors’ conferences, etc. in targeted regions.

Some Market Research Organisations specialise in carrying out opinion polls by contacting wide range of people in different areas. These can be engaged to collect data on investors’ opinion and reactions relating to the public issue and the company’s in particular. There is a vast potential of investors in semi-urban and rural areas who can be developed into a solid block of investors. These persons are not attuned to the investment culture. It is necessary to educate them about the various avenues available for investment.