Most of the time the rifles offered in an ad are Remington or Savage low end rifles or Weatherby Vanguard. The good stuff rarely gets featured and when it does its usually restricted to a few calibers and most of those are the less popular.
The way I see it, you're buying it with points, so you've already paid for it. Go get the gun you want and ask for the department manager. He does have the ability to make price adjustments and will, if you choose a rifle with a better margin (ie higher price). I would go during the week when there is no ad in the gun department as they will be looking to make their sales goals. During an ad cycle, they are buried and have no incentive to wheel and deal.