Vietnam Veterans Memorial Fund learns that premiums have to reflect the mission.

By Abny Santicola

According to Marie Robinson, copy chief with Creative Direct Response, the 10,000-piece memorial-statue ornament test cost the same to produce as the note-card control package but pulled a higher response (6.9 percent to the control’s 5.71 percent), a higher dollar average ($14.32 to the control’s $13.81) and a higher net income ($5,838.19 to the control’s $3,909.71).