ABSTRACT
As has been noted, some firms run campaigns (see Figure 11), while others look for the occasional opportunity to run alongside pertinent editorial coverage, which acts to reinforce (and lend authority to) the advertising. Some produce four-colour full page copywritten advertisements, while others ask the publication to typeset their one colour text within quarter-page confines. Some provide screeds of facts, while others convey their message through abstractions. One firm may have an advertising budget while another may allocate money on a case by case basis.
