Readers get the same treatment. Almost without exception the font and style used is identical to that of regular articles.
Photos often accompany the text.
Obviously the article was favourable. There was no objective analysis of the bank by independent experts in spite of the fact that Russia's banking industry is highly unstable, and that bank collapses are common. Some newspapers attempt to bridge the moral dilemma of deceiving their readers in this way by marking such paid articles with a small symbol, often an asterix. However, most newspapers running hidden adverts have simply institutionalised the practice without the symbols and offer a variety of rationalisations and justifications to attempt to explain it away. Ethics aside, the betrayal of consumers' trust by this prostitution of the newspaper's brand name must inevitably erode public confidence not just in individual newspapers, but in the newspaper industry as a whole.