Thesis on Pr and Advertising

Topics: Public relations, Bank, Marketing Pages: 26 (7281 words) Published: July 28, 2011
Summer Internship Report
Development Credit Bank
Present and Future

Report submitted in partial fulfillment of degree of Bachelors of Business Administration (M&S)

Submitted to:
Mrs. Apeksha Huda
Faculty Guide

Submitted By:
Raghav Mehra
Roll No.A3914708014

Amity School of Business
Amity University

I, Raghav Mehra, owe enormous intellectual debt towards towards my dissertation guide Mrs. Apeksha Huda, Faculty, Amity School of Business, Amity University who has augmented my knowledge in the field of marketing and has given me invaluable insight into the subject. I am obliged to him for being extremely patient and helpful towards me and giving me sufficient time for discussion and guidance at all stages of my work. My increased spectrum of knowledge in this field is the result of his continuous supervision in directing me to absorb relevant and high quality information.

I would also like to thank our respected Director Mam, Mrs.Alka Munjal for giving me such an opportunity and platform to accomplish my dissertation report successfully.

I would like to thank all those people who helped me in the successful completion of my project by giving their precious time in filling my questionnaires without which it would not have been possible to complete my project.

Raghav Mehra


Banking System in India
Executive Summary
About the Project
Research Methodology

Literature Review

1. Public relation
2. Understanding PR
3. Advertising
4. Advertising- types and how to use it in the
5. present Business Scenario
6. The Objective of an Advertiser’s Right Selection 7. Role of media vehicles in Advertisement
8. The Better Tool of Communication
9. An Analysis PR Vs Advertising

10. The Present scenario

11. The Research

12. Findings, analysis and recommendations

13. Future of advertising

Banking System in India
Currently, India has 96 scheduled commercial banks (SCBs) - 27 public sector banks (that is with the Government holding a stake), 31 private banks (these do not have government stake; they may be publicly listed and traded on stock exchanges) and 38 foreign banks. They have a combined network of over 53,000 branches and 49,000 ATMs.

According to a report by ICRA Limited, a rating agency, the public sector banks hold over 75 percent of total assets of the banking industry, with the private and foreign banks holding 18.2% and 6.5% respectively

In the early 1990s, the then Narsimha Rao government embarked on a policy of liberalization, licensing a small number of private banks. These came to be known as New Generation tech-savvy banks, and included Global Trust Bank (the first of such new generation banks to be set up), which later amalgamated with Oriental Bank of Commerce, Axis Bank(earlier as UTI Bank), ICICI Bank and HDFC Bank. This move, along with the rapid growth in the economy of India, revitalized the banking sector in India, which has seen rapid growth with strong contribution from all the three sectors of banks, namely, government banks, private banks and foreign banks. The next stage for the Indian banking has been set up with the proposed relaxation in the norms for Foreign Direct Investment, where all Foreign Investors in banks may be given voting rights which could exceed the present cap of 10%,at present it has gone up to 74% with some restrictions. The new policy shook the Banking sector in India completely. Bankers, till this time, were used to the 4-6-4 method (Borrow at 4%;Lend at 6%;Go home at 4) of functioning. The new wave ushered in a modern outlook and tech-savvy methods of working for traditional banks. All this led to the retail boom in India. People not just demanded more from their banks but also received more. Currently...
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