That's where the press comes in -or, as the consultants call it, "the free media."

The trick of the successful campaign is to find what consultants call "wedge" issues - topics that divide "them" from "us."

He explained that a consultant had called the firm after attending the Treasury's press briefing, which ended about 9:30 a.m.

"But some of the best and most profitable pieces of business for Lowe are in what consultants might call noncore markets."

She admires the campaign's television spots for avoiding the prevailing practice in political advertising of doing what the consultants call "going negative."

The base, up to 150 feet, will have what consultants call "a hard bottom," built to Department of Defense standards of blast resistance.

One consultant called that aspect of the plan revolutionary.

A few days before a trip home, for example, a consultant will call the firm's "concierge" to reserve a room.

On the surface, this 60-second ad for Mark is what political consultants call a "bio spot."

The consultant calls his approach "integrated pest management."