Many companies splash their ads on front pages of the print media. It is a big bang approach. During a down-turn actually small size ads are expected. However, many think that the company should curtail the frequency and duration of the campaigns and instead should run big ads for select periods. Some of these ads can be attributed to private treaty agreements. A publisher under such a treaty picks up equity stake in companies in return for romoting these partners through ad deals. Another reason for such big ads is the price discounts being offered by the media to the tune of 30-50 per cent. Some media houses also offer frrbies and value add-ons.