I have artwork with an embedded graphic that looks great until I convert it to a PDF. I have tried several profiles--US prepress, etc., and it doesn't seem to make any difference how it comes out looking--rough and bold. I've grouped the graphic and text, then flattened the image and converted it to PDF and it still looks wrong. This is for a newspaper ad in which they need it submitted as a PDF. Last week's ad came out with the graphic and it's overlying text in bold, even though it didn't appear that way in the PDF file (it was all bold!).

Any suggestions?