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Word doesn't give you much control over its built-in PDF conversion (just "Standard" or "Minimum Size"). This is not a case of needing to use Adobe InDesign but you may need to employ a different PDF converter. Adobe Acrobat gives best control over PDF creation but it is expensive and has a learning curve of its own.
I suggest trying one of the free or lower cost PDF conversion tools. I had good results with PDF995 (free, installs as an alternate Windows printer) and Nuance's PDF tools (inexpensive). You need a PDF conversion tool that specifies the DPI resolution of graphics.
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