You are on page 1of 41

Create Better Slides

and more effective presentations

Margery Stegman
Partner, Schenkel/Stegman Communications Design
!"#$%&'(#)%"*
!"#$%$&'()$*#+,-#./&0$&'#12$0-/)*#3$,&$#0(")0#2(#4$#2/56")0#/4(72#8(9#2(#:&$/2$#-(&$#$;;$:2"%$#<5"=$<#/)=#
>&$<$)2/2"()<*#?(#=(#28"<@#"2#8$5><#2(#6)(9#/#5"225$#(;#28$#4/<":#:(0)"2"%$#&$<$/&:8#/)=#>&"):">5$<#()#8(9#9$#
5$/&)*#?8$)@#+,55#0"%$#'(7#<(-$#=$<"0)#07"=$5")$<#2(#>72#'(7#()#28$#>/28#2(#-(&$#$)0/0")0#>&$<$)2/2"()<*#

+)$,#-*.*/)##/0*.1%'#*23*1.(45$%'"&*
! +,-#/#>/&2)$&#/2#1:8$)6$5A12$0-/)#B(--7)":/2"()<#C$<"0)#/)=#9$,%$#4$$)#")#47<")$<<#<"):$#DEFF#
! 3$#8$5>#:(->/)"$<#:&$/2$#%"<7/5#2((5<#;(&#-/&6$2")0@#</5$<#/)=#")%$<2(&#:(--7)":/2"()<#
! 28"<#"):57=$<#()5")$#/)=#(;;5")$#-$="/#"):57=")0G#9$4#<"2$<@#"=$)2"2'@#-/&6$2")0#/)=#</5$<#-/2$&"/5<@#
>&$<$)2/2"()<@#/)=#2&/=$#<8(9#4((28#0&/>8":<##
! 3$#9(&6#")#28$#HIH#<>/:$#/)=#(7&#:5"$)2<#"):57=$#-/)'#4"(2$:8#:(->/)"$<*#3$#/5<(#9(&6#9"28#(28$&#
2$:8)(5(0'#:(->/)"$<@#)()>&(;"2#(&0/)"J/2"()<@#$=7:/2"()@#/)=#<$&%":$#47<")$<<$<##
!"#$%&'($)*$+()$,-$&#(,$*.$/0*"1$0(2(3$4*5%#$6*5$)(%%$7($/0,)$)68($*.$951&-(11$6*5"2($&-$,-#$/0,)$6*5$#*3$:%1*;$
/0,)$'&-#1$*.$82(1(-),)&*-1$,2($6*5$7,'&-+<#*

!"#$%$&'($"$)*+,$+-$*"#.)/$$
=*/$7,-6$8(*8%($,2($7,'&-+$1%&#(1$)0(71(%>(1$/&)0*5)$,-6$0(%8<$
=*/$7,-6$0,>($*)0(21$7,'($)0(&2$1%&#(1<$$
+,=#5"6$#28"<#2(#4$#/#:()%$&</2"()@#<(#+,-#>5/))")0#2(#<2(>#>$&"(=":/55'#2(#2/6$#K7$<2"()<#/)=#28$&$#9"55#/5<(#4$#
2"-$#/2#28$#$)=*##
666666666666666666666666666666666666666666666666666666666666666666666666666666666666666*
3"28#/55#28$#<$<<"()<#2/6")0#>5/:$#=7&")0#28$#:();$&$):$@#28$&$#/&$#>&$<$)2/2"()<#4$")0#-/=$#/55#=/'#/)=#
-(<2#"):57=$#<(-$28")0#%"<7/5*#!/<#/)'()$#<$$)#/#0&$/2#<5"=$#=$:6L#38/2#-/=$#"2#<7::$<<;75L#
38/2#6")=#(;#<5"=$<#8/%$#'(7#<$$)#28/2#8/%$),2#9(&6$=L#38'L#

78.#*!92*5%)"5*#%*,8%:*3%'*"0;#-*:8)/0*:0//*)"#0"#)%"0&*%"*#80*<$0,0"#0$9,*<.$#-*&%0,"9#*80/<*#80*
.'&)0"(0*.((0,,*."&*$0#.)"*)"=%$2.#)%">**

Schenkel/Stegman Communications Design 2


ABBC*DEFGAHDI#

?8),*,/)&0*),*.*&%('20"#-*"%#*.*@),'./*.)&>**
?8$&$#"<#<(#-7:8#2(#&$/=#/)=#>&(:$<<#28/2#"2#9(75=#4$#"->(<<"45$#;(&#28$#/7="$):$#2(#5((6#/2#
28$#<5"=$#/)=#5"<2$)#2(#28$#>&$<$)2$&#<"-752/)$(7<5'*#

Schenkel/Stegman Communications Design 3


1(#"<#28"<#()$*#+2,<#M7<2#2((#-7:8#");(&-/2"()*#

Schenkel/Stegman Communications Design 4


?8"<#:8/&2#9(75=#2/6$#/#5()0#2"-$#2(#=$:">8$&*#+2,<#2((#47<'#/)=#:();7<")0#;(&#<(-$28")0#
")2$)=$=#2(#8$5>#5$/&)")0*#

Schenkel/Stegman Communications Design 5


?FQD*RBSC*ACDIDT?F?!BT*?B*?PD*TDE?*HDUDH#

3$,&$#/55#2"&$=#(;#<"22")0#28&(708#>&$<$)2/2"()#/;2$&#>&$<$)2/2"()#9"28#<5"=$#/;2$&#<5"=$#;755#(;#2'>$#
<"22")0#()#47<'#4/:60&(7)=<#9"28#/#-$<<#(;#7)")2$55"0"45$#:8/&2<#/)=#0&/>8<*##

N%$)#28$#-"5"2/&'#8/<#8/=#$)(708*#?8"<#&$:$)2@#%$&'#87-(&(7<#/&2":5$#")#28$#?(/$@*2'$A&7(1$
:();"&-<#28$#>(")2***

7BCHJ*K*F<$)/*LM-*LNON**
70*P.@0*G0#*#80*D"023*."&*P0*!,*A%:0$A%)"#**
H'#NO+1PHN?!#HQ.+OONR##
S(9$&S(")2#8/<#:&$>2#")2(#28$#=/"5'#5"%$<#(;#Q*1*#-"5"2/&'#:(--/)=$&<#/)=#&$/:8$=#28$#5$%$5#(;#
)$/&#(4<$<<"()*##

Schenkel/Stegman Communications Design 6


H$;(&$#9$#2/56#/4(72#8(9#2(#-/6$#/#0&$/2#<5"=$#+,=#5"6$#2(#<>$)=#M7<2#/#:(7>5$#-")72$<#
2/56")0#/4(72#<:"$)2";":#&$<$/&:8*#+)#28"<#:/<$@#:(0)"2"%$#<:"$):$*##

?8$&$,<#/#2$&-#;(&#28$#$T>$&"$):$#9$#<(-$2"-$<#8/%$#=7&")0#>&$<$)2/2"()<*#+2,<#:/55$=#
B*/(2B*&-)$C>(2%*,#3$+2#/:27/55'$")8"4"2<#5$/&)")0#/)=#28"<#&$<$/&:8#>&(%$<#"2*##

Schenkel/Stegman Communications Design 7


VBWT!?!UD*IV!DTVD*CDIDFCVP*ACBU!JDI*!TI!WP?I#

?8$#/<<7->2"()#/4(72#5$/&)")0@#28/2#'(7#:/)#<"->5'#2&/)<-"2#7)5"-"2$=#/-(7)2<#(;#
");(&-/2"()#")#/#<2&$/-#/)=#28$#/7="$):$#9"55#&$:$"%$#"2@#:(->5$2$@#8/<#)(#4/<"<*##

?(#:(--7)":/2$#-(&$#$;;$:2"%$5'#9"28#-752"-$="/#2((5<@#9$#)$$=#/#4$22$&#7)=$&<2/)=")0#(;#
8(9#>$(>5$#5$/&)*##

Schenkel/Stegman Communications Design 8


1"):$#28$#DEEU<@#R":8/&=#./'$&#/)=#8"<#:(55$/07$<#/2#QB#1/)2/#H/&4/&/#8/%$#:()=7:2$=#
=(J$)<#(;#<27="$<#()#-752"-$="/#5$/&)")0#/)=#28$#9/'#28$#87-/)#-")=#9(&6<*#V28$&<@#8/%$#
=()$#<27="$<#()#-$-(&'#:/>/:"2'*#P)=#W$5<()#B(9/)@#/)=#N=9/&=#?7;2$#8/%$#9&"22$)#/4(72#
>&$<$)2/2"()<#/)=#:(0)"2"()*#!1$,-6*-($.,7&%&,2$/&)0$)0&1$2(1(,2D0<$

3$#6)(9#28$&$#/&$#28&$$#2'>$<#(;#-$-(&'G#,0",%$3-*:%$4)"5-*."&*/%"5X#0$2**
V7&#,0",%$3*202%$3-#-/=$#7>#(;#28$#<"082<#/)=#<(7)=<#-(<2#(;#7<#$T>$&"$):$#:()<2/)25'@#"<#
>(2$)2"/55'#7)5"-"2$=*#

H%"5X#0$2*202%$3@#98$&$#9$#<2(&$#");(&-/2"()@#/5<(#8/<#7)5"-"2$=#:/>/:"2'*#

V7&#:%$4)"5-*%$*,8%$#X#0$2*202%$3-*()#28$#(28$&#8/)=@#"<#<$%$&$5'#5"-"2$=#")#"2<#:/>/:"2'*#+2,<#
M(4#"<#2(#4&"$;5'#8(5=#<"082<#(&#<(7)=<#/)=#28$)#")2$0&/2$#28$-#")2(#5()0X2$&-#-$-(&'*#1(#5"6$#
28"<#:5(00$=#8"089/'#&/->@#28$&$,<#/#%$&'#)/&&(9#>/<</0$#4$29$$)#28$#29(*#

3$#6)(9#;&(-#:7&&$)2#&$<$/&:8#28/2#9(&6")0#-$-(&'#:/)#>&(:$<<#()5'#28&$$#(&#;(7&#>"$:$<#
(;#)$9#");(&-/2"()#/2#/#2"-$*##

Schenkel/Stegman Communications Design 9


1"082<#/)=#<(7)=<*#Y"<7/5#/)=#%$&4/5*#S$(>5$#&$:$"%$#/)=#>&(:$<<#");(&-/2"()#")#$/:8#(;#
28(<$#:8/))$5<#<$>/&/2$5'*##

S8(2(0&/>8<@#"557<2&/2"()<@#:8/&2<#/)=#="/0&/-<#/&$#/::$<<$=#%"/#28$#%"<7/5#:8/))$5@#)/&&/2"()#
"<#/::$<<$=#%"/#28$#%$&4/5#:8/))$5*#

38$)#28$&$#/&$#9(&=<#()#/#<5"=$@#28$'#-/'#0(#")#28&(708#28$#%"<7/5#:8/))$5@#472#28$#4&/")#
")<2/)25'#:()%$&2<#28$-#2(#5/)07/0$#/)=#287<#%$&4/5#<"0)/5<*##

F((%$&)"5*#%*#80*$0,0.$(8-*<0%</0*'"&0$,#."&*.*2'/#)20&).*<$0,0"#.#)%"*10##0$*:80"*#80*
:%$&,*.$0*".$$.#0&*./%"0>*

Schenkel/Stegman Communications Design 10


S(9$&S(")2,<#47"52X")#;$/27&$<#;(&#5/'$&<#(;#4755$2$=#2$T2@#47<'#4/:60&(7)=<@#<8&")6")0#
$%$&'28")0#2(#;"2#()#()$#<5"=$@#/)=#<2/)=/&=#2$->5/2$<#/&$#9$55#$)2&$):8$=#")#-/)'#
>&$<$)2/2"()<#9$#<$$*##

Z$2#'(7#9(),2#;")=#/)'#&$<$/&:8#<8(9")0#28"<#<7>>(&2<#5$/&)")0*#W(&#9"55#'(7#;")=#/#
K7/)2"2/2"%$#&/2"()/5$#;(&#28$#[X4'X[#&75$#28/2#-/)=/2$<#28/2#<5"=$<#<8(75=#8/%$#<"T#5")$<#(;#
2$T2#9"28#<"T#9(&=<#>$&#5")$*##

38$)#'(7#<8(9#-(&$#");(&-/2"()#28/)#9(&6")0#-$-(&'#:/)#8/)=5$@#28$#/7="$):$#
&$-$-4$&<#()5'#4"2<#/)=#>"$:$<*#

?8$#&$<$/&:8#")#:(0)"2"%$#<:"$):$#/)=#$=7:/2"()/5#><':8(5(0'#<8(9<##80*10,#*:.3*#%*80/<*
<0%</0*/0.$"*),*:)#8*".$$.#)%"*."&*)2.50,>*

Schenkel/Stegman Communications Design 11


1(@#)(9#28/2#9$#6)(9#98/2#9$,&$#=$/5")0#9"28#\#28$&$,<#/#<(572"()*#?(=/'@#+,-#0(")0#2(#
<8(9#'(7#8(9#2(#>&$<$)2#'(7&#47<")$<<#:/<$#")#<5"=$<@#4/<$=#()#28$#<:"$):$#(;#8(9#9$#
5$/&)*#3$,55#/>>5'#4/<":#0&/>8":#=$<"0)#>&"):">5$<#28/2#9"55#8$5>#'(7#:&$/2$#%"<7/5<#28/2#
$)0/0$#'(7&#/7="$):$#/)=#<7>>(&2#5$/&)")0*###

Schenkel/Stegman Communications Design 12


!?9I*FYBS?*?PD*FSJ!DTVD#

1$22")0#7>#/)=#2$55")0#'(7&#<2(&'#"<#/#5$<<()#;(&#/)(28$&#>&$<$)2/2"()#$)2"&$5'*#H72@#)(#-/22$&#
98/2#'(7&#2(>":@#6$$>#")#-")=#"2,<#/4(72#28$#/7="$):$@#)(2#/4(72#28$#>&$<$)2$&*#

?8$&$#/&$#-/)'#$T:$55$)2#&$<(7&:$<#()#:()2$)2#=$%$5(>-$)2*#+;#'(7#/&$),2#;/-"5"/&#9"28#"2@#+#
8"085'#&$:(--$)=#B5";;#P26")<(),<#4((6#E(6*-#$E5%%()$B*&-)13$!"<#12(&'#?$->5/2$#"<#/#0&$/2#
9/'#2(#0$2#'(7&#28(7082<#(&0/)"J$=#/)=#'(7&#8$/=5")$<#9&"22$)*#!$#2/6$<#'(7#28&(708#28$#
>&(:$<<#(;#:&$/2")0#/#:(->5$2$#>&$<$)2/2"()#<2$>X4'X<2$>*#+,%$#/=/>2$=#<(-$#(;#8"<#
");(&-/2"()#;(&#28"<#2/56*#

B/&-")$#]/55(#8/<#0&$/2#9$4")/&#4/<$=#()#8"<#4((6#B2(1(-)$%&'($F)(>($G*913$^")=#"2#()5")$*#+2,<#
28&$$@#()$X8(7&#<$<<"()<#/)=#2(2/55'#9(&28#"2*#

?8$&$#/&$#/5<(#:(--7)":/2"()<#>&(;$<<"()/5<#98(#9"55#=$%$5(>#'(7&#<2(&'#9"28#'(7*#+;#'(7,=#
5"6$#/#&$;$&&/5#2(#()$@#+#8/%$#/#)$29(&6#(;#>&(%"=$&<#+#:/)#")2&(=7:$#'(7#2(*#

Schenkel/Stegman Communications Design 13


?8$&$#/&$#/#)7-4$&#(;#&$<$/&:8X4/<$=#>&"):">5$<#'(7#:/)#7<$#2(#&$=7:$#:(0)"2"%$#(%$&5(/=*##

^"&<2@#>72#()5'#()$#"=$/#()#$/:8#<5"=$*#3&"2$#/#:5$/&#8$/=5")$#28/2#$T>&$<<$<#$/:8#"=$/*#
R$<$/&:8#<8(9<#>$(>5$#&$2/")#-(&$#28/2#9/'*##

_$$>#8$/=5")$<#&$5/2"%$5'#<8(&2#/)=#5/&0$#$)(708#2(#4$#<$$)#/2#28$#4/:6#(;#28$#&((-@#98":8#"<#
&(7085'#`U#>2#2'>$*#P55#28$#8$/=5")$<#<8(75=#4$#28$#$T/:2#</-$#<"J$**D&)#*3%'$*:%$&,-*"%#*#80*
=%"#*,)Z0>*

Schenkel/Stegman Communications Design 14


W$T2@#2(#/"=#9(&6")0#-$-(&'@#<$0-$)2#'(7&#<2(&'#")2(#-/)/0$/45$#>"$:$<*##

H$0")#9"28@#/)=#:()2")7/55'#&$;$&#4/:6#2(#28$#15"=$#1(&2$&#%"$9#/<#'(7#9(&6*#Z(7,55#<$$#8(9#
'(7&#<2(&'#;5(9<#")#28$#8$/=5")$<*##

O/2$&@#/<#'(7#/==#%"<7/5<@#'(7,55#4$#/45$#2(#<$$#28$#&$5/2"()<8"><#4$29$$)#"-/0$<@#/)=#28$#
>/:")0#(;#'(7&#$)2"&$#>&$<$)2/2"()*#

+;#'(7#;")=#5()0#>/7<$<#()#>/&2":75/&#<5"=$<#(&#/#5(2#(;#");(&-/2"()#/4(72#()$#(;#'(7&#
:():$>2<@#4&$/6#28/2#<5"=$#7>#")2(#-(&$#<5"=$<*#

Schenkel/Stegman Communications Design 15


/)"-/2"()G#2$T2#/)=#4755$2<#
-(%$#(;;#28$#<:&$$)#

P#<5"=$#"<#)(2#/#=(:7-$)2#(&#/#2$5$>&(->2$&*#+;#'(7,&$#/::7<2(-$=#2(#&$/=")0#'(7&#<5"=$@#
:()<"=$&#28"<G##80*.'&)0"(0*(."*$0.&*=.,#0$*#8."*3%'*(."*,.3*#80*:%$&,*#?8$)#28$',55#4$#
9/"2")0#;(&#'(7#2(#:/2:8#7>*#?8$#/7="$):$#9"55#$"28$&#&$/=#'(7&#<5"=$#(&#5"<2$)#2(#'(7@#28$'#
:/),2#=(#4(28*##

S,0*#80*,/)&0*.,*.*@),'./*.)&*#%*$0)"=%$(0*3%'$*@0$1./*20,,.50>*
V)$#(;#B5";;,<#2&":6<#"<#2(#9(&6#")#W(2$<#S/0$#Y"$9#/)=#>72#/55#28(<$#4755$2#>(")2<#")2(#28$#
)(2$<#/&$/#/)=#7<$#28$-#/<#>/&2#(;#'(7&#)/&&/2"()*#Q<$#28$#<5"=$#/&$/#/4(%$#;(&#'(7&#8$/=5")$#
/)=#"-/0$*#?8/2,<#"2*##

?8"<#/>>&(/:8#/==&$<<$<#28$#%"<7/5#/)=#%$&4/5#:8/))$5<#<$>/&/2$5'@#>&(-(2")0#/#=$$>$&#
7)=$&<2/)=")0#(;#");(&-/2"()*#

Schenkel/Stegman Communications Design 16


Z(7#:/)#$/2#28$#>$/)72#4722$&#(&#28$#M$55'#/5()$@#472#/&$),2#28$'#4$22$&#2(0$28$&L##

N/&5"$&#9$#2(7:8$=#()#28$#;/:2#28/2#>$(>5$#5$/&)#4$22$&#;&(-#/#:(-4")/2"()#(;#9(&=<#/)=#
"-/0$<*#38"5$#"2#:/)#<$$-#:8/55$)0")0#2(#:(-$#7>#9"28#"-/0$<#28/2#&$>&$<$)2#'(7&#-$<</0$@#
")#M7<2#/#:(7>5$#-")72$<#+,-#0(")0#2(#<8(9#'(7#8(9#2(#=(#M7<2#28/2*#

E5)$.&21);$#*(1$,-6*-($0,>($H5(1)&*-1$,)$)0&1$8*&-)<$$$
!1$)0&1$,882*,D0$7,'&-+$1(-1(<$

Schenkel/Stegman Communications Design 17


PB7*?B*VCDF?D*WCDF?*IH!JDI#

1"->5'#=$<"0)$=@#a>":27&$X<7>$&"(&b#<5"=$<#"):&$/<$#&$2$)2"()#/)=#"->&(%$#2&/)<;$&/4"5"2'@#28$#
/4"5"2'#2(#7<$#28/2#)$9#");(&-/2"()*#

?(=/'#")#(7&#M(4<@#$;;$:2"%$#:(--7)":/2"()#"<#/#&$K7"&$-$)2#&$0/&=5$<<#(;#(7&#>&(;$<<"()*#
P)=#5"6$#"2#(&#)(2@#%"<7/5#2((5<@#5"6$#S(9$&S(")2@#/&$#/#;/:2#(;#5";$*#IU#'$/&<#/0(#)(#()$#9(75=#
8/%$#07$<<$=#28/2#/2#5$/<2#<(-$#0&/>8":#=$<"0)#2&/")")0#9(75=#4$#<(#"->(&2/)2*#

^(&#28$#)$T2#;$9#-")72$<#+,-#0(")0#2(#0"%$#'(7#/#:&/<8#:(7&<$#")#0&/>8":#=$<"0)#DUD@#/<#"2#
&$5/2$<#2(#=$<"0)")0#<5"=$<*#

Schenkel/Stegman Communications Design 18


H$5"$%$#"2#(&#)(2@#9$#/&$#/55#%"<7/5#:(--7)":/2(&<*#?8")6#4/:6#2(#6")=$&0/&2$)#98$)#
9$#7<$=#:&/'()<@#>/")2@#:5/'@#>/>$&#/)=#057$#2(#$T>&$<<#(7&<$5%$<@#)(2#9(&=#
>&(:$<<(&<#/)=#<>&$/=<8$$2<*#Z$2@#<(-$98$&$#/5()0#28$#9/'#-/)'#(;#7<#0(2#28$#
-$<</0$#28/2#9$#9$&$),2#0((=#/2#=&/9")0#<(#9$#2&"$=#<>(&2<#(&#-7<":#(&#<(-$28")0#
$5<$#")<2$/=*##

Schenkel/Stegman Communications Design 19


Z(7,&$#/55#7<$=#2(#4&/")<2(&-")0#2(#:(-$#7>#9"28#)$9#"=$/<#2(#9&"2$#&$>(&2<#/)=#/&2":5$<@#(&#2(#
<(5%$#>&(45$-<*#B&$/2")0#%"<7/5#&$>&$<$)2/2"()<#(;#'(7&#-$<</0$#:():$>2<#7<$<#28$#</-$#
>&(:$<<*##

aH72b@#'(7,55#</'@#a98/2#9$#(;;$&#"<#")2/)0"45$*#3$#8/%$#/#<$&%":$@#(&#/#<(;29/&$#>&(=7:2@#/#
>&(>&"$2/&'#4"(5(0":/5#>&(:$<<#(&#/#)$9#47<")$<<#-(=$5*#Z(7#:/),2#1((#28/2cb#?&7$@#/)=#"2#-/'#
<$$-#:8/55$)0")0#2(#$T>&$<<#28$<$#&->&1&9%(#"=$/<#%"<7/55'*##

O$2,<#2/56#/4(72#8(9#2(#0$2#<2/&2$=*#

Schenkel/Stegman Communications Design 20


+)$,#-*1$.)",#%$2*
S&$<$)2/2"()#<(;29/&$#9/<#)$%$&#")2$)=$=#2(#4$#/#4&/")<2(&-")0#(&#=&/9")0#2((5*#+;#'(7#8/%$#
/#=&/9")0#2/45$2#;(&#'(7&#:(->72$&@#'(7#:/)#7<$#28/2*#V28$&9"<$@#/#>$):"5#/)=#>/>$&#9(&6#
M7<2#;")$*#R$-$-4$&@#'(7,%$#=()$#28"<#4$;(&$@#-/'4$#)(2#")#/#%$&'#5()0#2"-$@#472#"2#9"55#:(-$#
4/:6#2(#'(7*#

+)"2"/55'@#28$#0(/5#"<#2(#0$)$&/2$#/<#-/)'#"=$/<#/<#>(<<"45$#")#/#<8(&2#/-(7)2#(;#2"-$*#V;2$)@#
"=$/<#:(-$#K7":65'@#98":8#"<#/#0((=#28")0*#P%("=#M7<2#0(")0#9"28#28$#;"&<2#28")0#28/2#:(-$<#2(#
-")=#4$:/7<$#<2&()0$&#<(572"()<#(;2$)#:(-$#2(#5"082#5/2$&#()*#+2,<#;")$#2(#9/)=$&#=(9)#/#
<$$-")05'#7)&$5/2$=#>/28d#'(7#)$%$&#6)(9#98/2#'(7#-"082#;")=*#?&'#7<")0#9(&=#/<<(:"/2"()<@#
9(&=#-/>>")0@#(&#$%$)#-")=X-/>>")0#<(;29/&$*##

38$)#'(7#8/%$#/#5(2#(;#"=$/<@#:8((<$#/#8/)=;75#28/2#-$$2#'(7&#(4M$:2"%$<*#R$;")$#28$-#
;/&28$&#2(#/#;")/5#="&$:2"()*#R$M$:2#:8$$<'#-$2/>8(&<#/)=#(%$&7<$=#:5":8e<*##

?8"<#$T/->5$#"<#;&(-#28$#4((6#F%&#(*%*+6#4'#W/):'#C7/&2$*#!(9#(;2$)#8/%$#'(7#8/=#2(#2/56#
/4(72#>/&2)$&<8">#")#'(7&#47<")$<<#="<:7<<"()<L#!(9#-/)'#2"-$<#8/%$#'(7#>72#28$#9(&=#()#/#
<5"=$L#+;#"2,<#/)#"->(&2/)2#:():$>2@#-/'4$#28$&$,<#/)(28$&#9/'#2(#0$2#"2#/:&(<<#28/2#9"55#-/6$#
/#<2&()0$&#"->&$<<"()*#

+)%$<2#28$#2"-$#/)=#$)$&0'#")#28$#:&$/2"%$#>&(:$<<*#?8$#>/'(;;#9"55#4$#/#-$-(&/45$#
>&$<$)2/2"()#28/2#M7<2#-"082#")<>"&$#'(7&#/7="$):$*#

Schenkel/Stegman Communications Design 21


V):$#'(7,%$#<6$2:8$=#"=$/<#;(&#/55#'(7&#<5"=$<@#(&0/)"J$#28$-#")2(#/#<2(&'4(/&=#")#(&=$&#2(#
%"$9#28$#:()<"<2$):'#(;#<2'5$#/)=#;5(9#(;#'(7&#%"<7/5#"=$/<*#38"5$#+,-#<8(9")0#'(7#/#<)/>#
<8(2#(;#<(-$#(;#28$#:(->5$2$=#<5"=$<#")#28"<#=$:6@#'(7#<8(75=#=(#28$#</-$#28")0#9"28#'(7&#
<6$2:8$<*#

Z(7#:/)#5/'#/55#'(7&#")="%"=7/5#>/0$<#(72#()#28$#=$<6#(&#;5((&@#7<$#<2":6'#)(2$<#()#/#9/55#(&#
<:/)#'(7&#=&/9")0<#")2(#'(7&#:(->72$&#/)=#/:27/55'#>5/:$#28$-#")#S(9$&S(")2*#Q<$#28$#15"=$#
1(&2$&#Y"$9#2(#<$$#/55#'(7&#<5"=$<#2(0$28$&*#?8$&$#/&$#")<2&7:2"()<#;(&#28"<#2$:8)"K7$#")#28$#
4((6#E(6*-#$E5%%()$B*&-)1*##

Schenkel/Stegman Communications Design 22


Y')/&*3%'$*1$."&*
?8$<$#-/'#<$$-#&/28$&#4/<":@#472#28$#=$<"0)#=$:"<"()<#'(7#-/6$#/4(72#4/:60&(7)=@#:(5(&@#
;()2#/)=#"-/0$#&$K7"&$#:/&$@#28(7082#/)=#-(<2#"->(&2/)25'#:()<"<2$):'*#B8((<$#28$#$5$-$)2#
<2'5$<#/)=#<2":6#9"28#28$-*#./6$#<7&$#2(#>":6#$5$-$)2<#28/2#9"55#&$<()/2$#9"28#'(7&#/7="$):$#
/)=#&$>&$<$)2#'(7&#4&/)=*#^(&#$T/->5$@#'(7,=#8/&=5'#$T>$:2#2(#<$$#/#>5/';75#<:&">2#;()2#7<$=#
;(&#/#>&$<$)2/2"()#/4(72#/#8$/&2#<2$)2*#

!/%")0#</"=#28/2@#()#(::/<"()#"2,<#/>>&(>&"/2$#2(#4&$/6#28$#&75$<*#H72#()5'#";#28$&$,<#/#&$/5#
&$/<()#2(#=(#<(*#+;#'(7#=(#"2#/55#28$#2"-$@#'(7#5(<$#28$#(>>(&27)"2'#2(#:&$/2$#/#%"<7/55'#
-$-(&/45$#-(-$)2*#

S(9$&S(")2#:(-$<#9"28#;()2#/)=#:(5(&#>/5$22$#28$-$<@#472#4$22$&#'$2#:7<2(-"J$#'(7&#(9)*#+;#
'(7#=(),2#6)(9#8(9#2(#=(#28"<@#<$$6#(72#()5")$#272(&"/5<#/)=#;(&7-<#;(&#")<2&7:2"()<*##

W$T2@#+,-#0(")0#2(#2/56#/4(72#$/:8#$5$-$)2#<$>/&/2$5'*#

Schenkel/Stegman Communications Design 23


Y.(45$%'"&*
?8$#<5"=$#4/:60&(7)=#"<#'(7&#:/)%/<d#28$#:()2/")$&#;(&#2'>$@#:(5(&#/)=#"-/0$<*#P)=#98"5$#"2#
-/'#4$#98"2$#(&#/#:(5(&@#>5/")#(&#2$T27&$=@#(&#"):57=$#/#<"->5$#-(2";d#:8.#*)#*),*"%#*),*.*<)0(0*
%=*.$#*)#,0/=*#B8((<$#98/2#9"55#<7>>(&2#'(7&#:()2$)2#)(2#98/2#9"55#:(->$2$#9"28#"2*#

Z(7#&/&$5'#<$$#>&")2$=#4&(:87&$<#:(%$&$=#9"28#<(-$#(;#28$#:&/J'#4/:60&(7)=<#9$#<$$#")#
>&$<$)2/2"()<*#P#<5"=$#4/:60&(7)=#<8(75=#4$#(>$)#/)=#<"->5$*&/28$&#28/)#:&(9=$=#/)=#
(&)/-$)2$=*#

12/'#/9/'#;&(-#28$#-/<2$&<#28/2#:(-$#9"28#S(9$&S(")2*#+)<2$/=@#=&/9#;&(-#'(7&#:(->/)',<#
-/&6$2")0#-/2$&"/5<#/)=#:&$/2$#<(-$28")0#:(->/2"45$*#

Z(7#<$$#"2#/55#28$#2"-$@#472#28$&$#"<#)(#&75$#28/2#</'<#'(7&#5(0(#<8(75=#/>>$/&#()#$%$&'#<5"=$*#
+)#;/:2@#'(7&#5(0(#=($<),2#"557<2&/2$#'(7&#-$<</0$@#"2,<#$T2&/)$(7<#/)=#="<2&/:2")0#2(#28$#$'$*##

+;#'(7,&$#>5/))")0#2(#="<2&"472$#'(7&#<5"=$<@#>72#'(7&#5(0(#")#28$#)(2$<#/&$/*##

Schenkel/Stegman Communications Design 24


V%/%$*
B(5(&#:/)#4$#<74M$:2"%$#/)=#%$&'#>$&<()/5d#$%$&'()$#8/<#(>")"()<#/4(72#"2*#1(-$2"-$<@#%$&'#
<2&()0#(>")"()<*#O$2,<#;/:$#"2@#9$#/55#8/%$#4(28#;/%(&"2$<#/)=#28(<$#9$#=$2$<2d#<(-$#9$,55#9$/&#
/)=#(28$&<#9$#9(75=),2#4$#:/7082#=$/=#")*#

S":6#:(5(&<#28/2#&$>&$<$)2#'(7&#:(->/)'@#'(7&#-$<</0$#/)=#'(7&#/7="$):$<,#$T>$:2/2"()<*#
P%("=#:(5(&<#28/2#/&$#)$0/2"%$5'#/<<(:"/2$=#9"28#'(7&#")=7<2&'@#<7:8#/<#4&"082#&$=#;(&#/#
;")/):"/5#:(->/)'*#

?(#8$5>#'(7#4$22$&#7)=$&<2/)=#:(5(&#&$5/2"()<8"><@#4$:(-$#;/-"5"/&#9"28#28$#:(5(&#98$$5@#
98":8#9/<#(&"0")/55'#="<:(%$&$=#4'#1"&#+<//:#W$92()*#

Schenkel/Stegman Communications Design 25


?80*(%/%$*<./0##0*
H$;(&$#'(7#:8((<$#'(7&#:(5(&#>/5$22$@#'(7,55#8/%$#2(#=$:"=$#()#/#4/:60&(7)=#:(5(&*#?8$#
87-/)#$'$#&$K7"&$<#:()2&/<2#;(&#%"<"4"5"2'*#P)=#98"5$#'(7&#>/5$22$#-/'#5((6#0&$/2#()#'(7&#
:(->72$&#<:&$$)@#98$)#>&(M$:2$=#<(-$#:(5(&<#-/'#5((6#=";;$&$)2#(&#;/=$=*#

38$)#:8((<")0#'(7&#:(5(&<#28$#<6'#"<#=$;")"2$5'#)(2#28$#5"-"2*#1$5$:2##8$00*#%*=)@0*(%$0*(%/%$,#
;&(-#28$#:(5(&#98$$5*#

V):$#'(7,%$#;")/5"J$=#'(7&#>/5$22$@#>5/:$#"2#()#/#<5"=$#/)=#>&(M$:2#"2#2(#$)<7&$#:()2&/<2#/)=#
:(->/2"4"5"2'*#

?8$&$#/&$#)7-$&(7<#&$<(7&:$<#/4(72#:(5(&#28$(&'#/)=#7<$*#Z(7#:/)#/5<(#;")=#()5")$#/)=#
>&")2$=#:(5(&#>/5$22$#07"=$<*##

Schenkel/Stegman Communications Design 26


+%"#,*
?8")6#/4(72#/#4"554(/&=#98$)#'(7#28")6#/4(72#'(7&#;()2<#/)=#'(7&#:()2$)2*#B(--72$&<#8/%$#
2(#>&(:$<<#98/2,<#()#28$#4"554(/&=#%$&'#K7":65'#/<#28$'#=&"%$#4'*#B/)#'(7#"-/0")$#98/2#9(75=#
8/>>$)#";#4"554(/&=<#9$&$#;755#(;#4755$2$=#5"<2<L##

Z(7&#/7="$):$#<8(75=#4$#/45$#2(#>&(:$<<#/)=#7)=$&<2/)=#'(7&#-$<</0$#")#/#;$9#<$:()=<*##

^()2<#$/:8#8/%$#28$"&#(9)#>$&<()/5"2'G#<$&"(7<#(&#>5/';75@#4(5=#(&#-$$6@#/)=#<(#()*#Z(7,&$#
>&(4/45'#;/-"5"/&#9"28#28$#29(#>&"-/&'#=$<"0)/2"()<@#,0$)=*/)=#,.",*,0$)=*#H$:(-$#;/-"5"/&#
9"28#28$#="<2"):2"()<#4$29$$)#%/&"(7<#;()2<*#O((6#/2#28$#8$"082#/)=#9$"082#/)=#28$#%/&"(7<#
<8/>$<#:&$/2$=#4'#28$#5$22$&;(&-<*##

!(9#;()2<#/&$#:(-4")$=#"<#/#=$<"0)#;7)=/-$)2/5*#Q<$#"%*2%$0*#8."*#:%*=%"#,*")#'(7&#
>&$<$)2/2"()*#B(5(&@#9$"082#/)=#"2/5":<#-/'#4$#/==$=#;(&#$->8/<"<*##

P%("=#/)"-/2")0#2'>$#7)5$<<#"2#/==<#-$/)")0#(&#$-(2"()*#

Schenkel/Stegman Communications Design 27


!2.50,*
38$)#+#&$;$&#2(#"-/0$<@#28/2#"):57=$<#>8(2(0&/>8<@#"557<2&/2"()<@#="/0&/-<#/)=#:8/&2<#(&#=/2/*#
+)#/55#:/<$<@#<"->5":"2'#"<#4$<2*##

O$2,<#2(7:8#()#$/:8#:/2$0(&'*#

Schenkel/Stegman Communications Design 28


A8%#%5$.<8,*
1"):$#9$,&$#2&'")0#2(#$5"-")/2$#2$T2#/)=#4755$2$=#5"<2<#;&(-#(7&#<5"=$<@#28$#</'")0#/#>":27&$#"<#
9(&28#/#28(7</)=#9(&=<#"<#/>2*#Z$2#9"28#/55#28$#")$T>$)<"%$#<2(:6#/0$):"$<#(;;$&")0#/#-'&"/=#
(;#:8(":$<#;(&#M7<2#/4(72#/)'#0"%$)#:():$>2@#8(9#=(#'(7#:8((<$L#Y$&'#:/&$;755'c##

1$5$:2#"-/0$<#28/2#9(&6#2(0$28$&@#5"6$#/#;/-"5'*#?8$'#<8(75=#4$#9$55X28(7082X(72#/)=#<8(75=#
:()%$'#'(7&#6$'#-$<</0$#<"->5'#/)=#$5$0/)25'*###

I0,)$#*$)0(1($80*)*1$0,>($&-$D*77*-$)0,)$+&>($)0(7$,$.,7&%6$.((%<$

Schenkel/Stegman Communications Design 29


!//',#$.#)%",*
+#/-#)(2#2/56")0#/4(72#:5">#/&2#(&#:8$$<'#:/&2(()<*#?8(<$#/&$#2(#4$#/%("=$=#5"6$#28$#>5/07$*#
Z(7#:/)#;")=#0&$/2#"557<2&/2"()<#()#<2(:6#<"2$<*#

S&(;$<<"()/55'#=&/9)#"557<2&/2"()<#:/)#$/<"5'#:()%$'#/#:():$>2#4$:/7<$#28$#/&2"<2#8/<#28$#
57T7&'#(;#:(-4")")0#$5$-$)2<#)(2#<$$)#")#&$/5#5";$*#?8$'#:/)#/5<(#:8/)0$#28$#<:/5$#/)=#28$#
:(5(&*#P)=#(;#:(7&<$#28$&$#/&$#-/)'#"557<2&/2"()#<2'5$<#/)=#-$="7-<*###

78.#*),*#8),*)//',#$.#)%"*.1%'#[#
\=)$,#]*3$#:(--"<<"()$=#28"<#"557<2&/2"()#;(&#/#:5"$)2*#?8$#:(->/)'#9/)2$=#2(#0$2#/:&(<<#28/2#
"2#8/=#%/57/45$#/<<$2<#;(&#>/&2)$&")0@#"):57=")0#>&(=7:2<@#2$:8)(5(0'#/)=#")2$55$:27/5#
>&(>$&2'*#

\,0(%"&]*+)#28"<#()$@#28$#:(->/)',<#2$:8)(5(0'#$)/45$<#5/&0$X<:/5$#>&(=7:2"()#(;#=";;":752#2(#
$T>&$<<#>&(2$")<#/)=#/)2"4(="$<**

H(28#28$<$#:():$>2<#9$&$#=()$#")#=";;$&$)2#<2'5$<@#'$2#4$:/7<$#28$'#/&$#;/"&5'#<"->5$#28$#
-$<</0$#"<#:5$/&*#V)#/#<5"=$@#28/2,<#"->(&2/)2#<"):$#28$#/7="$):$#9"55#4$#5((6")0#/2#28$#"-/0$#
;(&#/#&$5/2"%$5'#<8(&2#2"-$*#

Schenkel/Stegman Communications Design 30


V8.$#,*
+#:/),2#2$55#'(7#8(9#-/)'#>&$<$)2/2"()<#+,%$#</2#28&(708#(%$&#28$#'$/&<#/2#28"<#%$&'#
:();$&$):$#98$&$#28$#>&$<$)2$&#8/<#>72#-752">5$#:8/&2<#/)=#0&/>8<#(%$&5/>>")0#()#()$#<5"=$*#
S((&5'#=&/9)@#:();7<")0#:8/&2<#/)=#0&/>8<*#?8$#;/:2#"<@#/#<5"=$#"<#)(2#/#0((=#-$="7-#;(&#
<8(9")0#:(->5$T#=/2/*#+;#'(7#9/)2#2(#<8/&$#:(->5$T#=/2/#9"28#'(7&#/7="$):$@#>&(%"=$#28$-#
9"28#/#8/)=(72*#

W(9@#+#7)=$&<2/)=#28/2#28$#<(;29/&$#'(7#7<$#2(#0$)$&/2$#28$#");(&-/2"()#"<#")2$)=$=#2(#/"=#")#
'(7&#&$<$/&:8#/)=#/$<28$2":<#/&$),2#/#&$K7"&$-$)2*#H72#98$)#'(7#>&$<$)2#28$#=/2/#()#/#
<:&$$)#2(#/)#/7="$):$#"2#)$$=<#2(#4$#>/&$=#=(9)#2(#=$>":2#()5'#28$#-(<2#"->(&2/)2#>(")2*#
I8%:*%"/3*#80*%"0*#8)"5*3%'*:."#*#802*#%*$020210$*.1%'#*#80*&.#.>*

\,0(%"&]*?&'#2(#28")6#/4(72#(28$&#9/'<#2(#0$2#28$#");(&-/2"()#/:&(<<*#

Schenkel/Stegman Communications Design 31


V8.$#*U.$).#)%",*
!$&$,<#()$#9/'#2(#$T>&$<<#/#&$5/2"()<8">#:():$>2*#H72@#'(7#-"082#)(2#$%$)#)$$=#/#:8/&2#/2#/55#
2(#-/6$#'(7&#>(")2*##

Schenkel/Stegman Communications Design 32


J).5$.2,*
+)#/=="2"()#2(#=/2/#:8/&2<#/)=#0&/>8<@#9$#/5<(#7<$#="/0&/-<#2(#=$>":2#>&(:$<<$<#/)=#
&$5/2"()<8"><*#B()<"=$&#28$#<2&7:27&$#(;#/)#(&0/)"J/2"()#:8/&2@#28$#;5(9#(;#/#9(&6#>&(:$<<@#(&#
28$#:57<2$&#(;#/#Y+W#="/0&/-*##

?8$&$,<#/)#$T:$55$)2#:(->"5/2"()#(;#$T/->5$<#(;#:(--()#<8/>$<#28/2#:/)#4$#7<$=#2(#:&$/2$#
="/0&/-<#")#F%&#(*%*+6#4'#W/):'#C7/&2$*#

P<#9"28#28$#(28$&#"-/0$#2'>$<#9$,%$#4$$)#="<:7<<")0@#'(7&#="/0&/-<#)$$=#2(#4$#<"->5$#/)=#
:5$/&*#P#:(->5$T#="/0&/-#<8(9)#()#()$#<5"=$#"<#(%$&98$5-")0*#+)<2$/=@#4&$/6#28$#="/0&/-#7>#
")2(#<-/55$&#>"$:$<#/)=#="<>5/'#"2#/:&(<<#<$%$&/5#<5"=$<*##

J*(1$,-6*-($0,>($H5(1)&*-1$,9*5)$,-6$*.$)0($>&15,%$(%(7(-)1$)0,)$7,'($58$,$1%&#(<$

Schenkel/Stegman Communications Design 33


W(9#28/2#9$,%$#5((6$=#/2#28$#%/&"(7<#%"<7/5#$5$-$)2<#28/2#-/6$#7>#/#<5"=$@#9$#)$$=#2(#
/&&/)0$#28$-#")#/#9/'#28/2#/<<"<2<#9(&6")0#-$-(&'#9"28#>&(:$<<")0#28$#");(&-/2"()*##

?8"<#@),'./*8)0$.$(83*$<2/45"<8$<#/#<2&7:27&$#2(#28$#<5"=$#/)=#07"=$<#28$#%"$9$&#28&(708#28$#
$5$-$)2<*#1"J$@#>5/:$-$)2#/)=#:(5(&#8$5>#=$2$&-")$#98/2#8/<#>&(-")$):$*##

K5(1)&*-L$0*/$7,-6$&#(,1$+*$*-$,$1%&#(<$

H/<$=#()#28$#/&&/)0$-$)2<#'(7#:8((<$@#'(7#:/)#:&$/2$#;$$5")0<#(;#2$)<"()@#$T:"2$-$)2@#:/5-@#
57T7&'@#/)=#<(#()*#

Schenkel/Stegman Communications Design 34


W$)&*I3,#02,*
=*/$7,-6$*.$6*5$,2($.,7&%&,2$/&)0$+2&#1<#]&"=<#>&(%"=$#/#<2&7:27&$#;(&#/&&/)0")0#
$5$-$)2<*#]&"=<#/&$#7<$=#")#>&")2$=#-/2$&"/5<#/)=#9$4#<"2$<@#<(#98'#)(2#()#/#<5"=$L#
S&(4/45'#4$:/7<$#28$#S(9$&S(")2#=$;/752#"<#()$#5/&0$#4(T#2(#:()2/")#/55#%"<7/5#$5$-$)2<#
:$)2$&$=#()#28$#<5"=$*#*

P):8(&")0#(7&#%"<7/5#$5$-$)2<#()#/#0&"=#8$5><#28$#/7="$):$#/)2":">/2$#98$&$#28$#:()2$)2#
9"55#/>>$/&*#P:&(<<#-752">5$#<5"=$<#28"<#47"5=<#:()<"<2$):'*#]&"=<#/5<(#<2&$/-5")$#=$<"0)#
=$:"<"()<@#98":8#:/)#4$#%/57/45$#;(&#:(&>(&/2"()<#98$&$#28(7</)=<#(;#$->5('$$<#=$%$5(>#
<5"=$<#")=$>$)=$)25'*#

Schenkel/Stegman Communications Design 35


^(&#<5"=$<@#28&$$@#;(7&@#/)=#;"%$#:(57-)<#/&$#-(<2#:(--()*##

Schenkel/Stegman Communications Design 36


V):$#'(7,%$#=$:"=$=#()#/#0&"=@#=$2$&-")$#98$&$#'(7,55#>5/:$#'(7&#:()2$)2*#./6$#<7&$#2(#
5$/%$#(>$)#<$:2"()<#;(&#:5$/&#<>/:$*#

?8$#<"J$#/)=#>(<"2"()")0#(;#$5$-$)2<#()#/#0&"=#"=$)2";'#28$#-/")#>(")2#K7":65'*#

+)#28$<$#$T/->5$<@#28$#=/&6#0&/'#4(T$<#&$>&$<$)2#"-/0$<@#28$#5"082#0&/'#4(T$<#&$>&$<$)2#
2'>$*#

Schenkel/Stegman Communications Design 37


P5<(#&$;$&&$=#2(#/<#:5$/&#<>/:$@#(>$)#<>/:$#(&#)$0/2"%$#<>/:$@#:8)#0,<.(0#"<#28$#/&$/<#(;#
28$#<5"=$#28/2#/&$#5$;2#7)7<$=*#?8$'#/&$),2#)$:$<</&"5'#98"2$@#472#28$'#/&$#M7<2#/<#
"->(&2/)2#2(#'(7&#<5"=$#5/'(72#/<#(28$&#%"<7/5#$5$-$)2<*#

+;#'(7#;")=#98"2$<>/:$#"<#4$")0#$5"-")/2$=#2(#<K7$$J$#")#-(&$#:()2$)2@#'(7&#<5"=$#"<#
>/:6$=#2(#2"0825'*#N5"-")/2$#$%$&'28")0#28/2#=($<),2#:8/)0$#'(7&#-$/)")0#(&#4&$/6#28$#
:()2$)2#")2(#-752">5$#<5"=$<*#

Schenkel/Stegman Communications Design 38


P)=#&$-$-4$&@#'(7&#>&$<$)2/2"()#<8(75=),2#4$#=()$#")#/#%/:77-*#P<#-7:8#/<#>(<<"45$@#&$5/2$#
"2#2(#'(7&#(28$&#:(--7)":/2"()<#-/2$&"/5<*#

?8"<#$T/->5$#<8(9<#/#0&(7>#(;#-/2$&"/5<#28/2#-'#;"&-#:&$/2$=@#(%$&#2"-$@#;(&#(7&#:5"$)2#1(7&:$#
.CT*#Z(7#:/)#<$$#28$#2"$X")#4$29$$)#28$#>&")2#>"$:$<@#2&/=$#<8(9#4((28@#9$4#<"2$#/)=#
>&$<$)2/2"()*##

V$0.#0*.*<$0,0"#.#)%"*#8.#*,'<<%$#,*3%'$*(%2<."39,*)&0"#)#3>*

Schenkel/Stegman Communications Design 39


?PD*GBI?*D++DV?!UD*ACDIDT?F?!BTI#

+#28")6#28"<#"<#28$#9/2:8#>8&/<$*2(#6$$>#")#-")=#/<#'(7#:&$/2$#'(7&#<5"=$<*#C"<2"55#$/:8#<5"=$#
=(9)#2(#"2<#$<<$):$*#+;#/)#$5$-$)2#=($<),2#<7>>(&2#'(7&#-/")#"=$/@#&$-(%$#"2*#

?8$&$,<#<(#-7:8#9$#8/%$#2(#</'@#472#:0*4"%:*=$%2*#80*$0,0.$(8*#8.#*<0%</0*/0.$"*10##0$*
:80"*:0*($0.#0*%'$*,/)&0,*:)#8*#80*:%$4)"5*202%$3*)"*2)"&>*

!"%%$),'($7*2($H5(1)&*-1$-*/3$

Schenkel/Stegman Communications Design 40


?8/)6#'(7#<(#-7:8#;(&#:(-")0#2(=/'*#+#8(>$#28$#");(&-/2"()#+,%$#>&$<$)2$=#8/<#4$$)#
7<$;75*##

^$$5#;&$$#2(#:()2/:2#-$#";#'(7#8/%$#/)'#(28$&#K7$<2"()<#9$#="=),2#0$2#2(#2(=/'#(&#";#+#:/)#
8$5>#'(7#:&$/2$#%"<7/5#2((5<#;(&#-/&6$2")0@#</5$<#/)=#")%$<2(&#:(--7)":/2"()<*#

+;#'(7,&$#")2$&$<2$=#")#-(&$#");(&-/2"()#/4(72#1:8$)6$5A12$0-/)*#>5$/<$#5$2#-$#6)(9*#

Schenkel/Stegman Communications Design 41

You might also like