CHAPTER 05 VISUAL LAB - Write a brief whose result can be checked
Book boards: 05a and 05b

PRACTICE ROUTINE
Cover the board answer. Predict aloud, try the example, compare with the
stated result, change one input, and try again. Explain a discrepancy
before changing another thing. All marketing examples are fictional.

Use boards 05a and 05b. Use your saved notes or paper. No code is needed.

REPRODUCE 05a
Write four headings: objective, activity, measure and guardrail. Use more
suitable small-business enquiries as the objective, a delivery guide as an
activity, monthly suitable enquiries as a measure, and unsuitable requests
as a guardrail. Write who assesses suitability and which definition they use.

REPRODUCE 05b
Write three sentences separately:
Observation: newsletter cost per recorded enquiry is 120/8 = EUR 15.
Possible explanation: existing trust might contribute to the result.
Next check: investigate suitability and later purchases for those enquiries.
Only the first statement follows directly from the four-column starter table.

CHANGE, PREDICT, CHECK
Suppose only two of the eight newsletter enquiries meet the agreed suitability
rule. Predict recorded cost per suitable enquiry.
Answer: 120/2 = EUR 60. This is a different denominator from all enquiries.
It still does not measure profit or establish what a larger campaign would do.

DELIVERABLE
Write a seven-question brief using the chapter's questions. Another reader
should be able to identify the decision, records, period, inputs, calculation,
output and limitations. A useful next action names the missing evidence;
it does not turn a possible explanation into a measured fact.
