Poor quality images exporting from InDesign to PDF

We are having an issue with poor quality images exporting to PDF from Indesign (CS6). It makes zero difference whether the images are Ai images or PDF. They look perfect in Ai, perfect in the InDesign document, but appalling in the exported PDF. If the PDF document is printed, they print fine, but as a web based pdf document it is not publishable. We must use compression on export to keep the file size small enough for web/email use, but even with compression turned off on export there is no improvement in the PDF quality with a document ten times the size.
Any help would be appreciated?

I appear to have answered my own question, but will place it here to hopefully help others.
On comparing another InDesign document that appeared to export to PDF ok, we noticed that the type of frame makes a huge difference to image output quality. In the suspect document the frames with the images in them were " [Basic Graphics Frame]+ ". When I changed the frame (or made a new frame) to " [None] "; not only were the images a lot clearer in the InDesign document but they exported to PDF perfectly. Something so simple!!!!

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