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UNDERSTANDING THE INS AND OUTS By cutting through the clutter and distilling details into clear, interesting takeaways, we say what people actually want to hear and what they need to know in the simplest way possible. Were rigorous STAY FOCUSED We make sure the communication as a whole highlights and supports the central message. Find your main message and bring it to the top The fewer topics, the better! This might sound like Powerful data and great video come together in ad plans that boost your business. This wont sound like Partner with unparalleled analytics, geographically targeted messages, and cutting-edge technologies. This might sound like Jump into TV everywhere with more local reach and screen time. This wont sound like With more networks and programs across more screens in all formats, Premium Digital TV from Comcast Spotlight makes our goal of TV everywhere a reality for local advertisers across neighborhoods. This might sound like Heres video at a glance: 5.5: How many hours the average adult spends watching video each day This wont sound like The average adult in the U.S. spends 5.5 hours watching video each day, and Comcast customers spent more than 3 billion hours watching XFINITY On Demand in 2015. Were analytical KEEP IT CONCISE There are a million ways to say something, but we opt for the clearest. Cut out details that arent relevant in the moment Try communicating in fewer words Were meticulous BREAK IT DOWN We draw our readers to the most important or most interesting aspects of a communication. Create information hierarchy Use bullet points or lists to simplify complicated content 9 Our Brand | V 1.0 Comcast Spotlight

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