R. L. Polk & Co. Drives Impressive Direct Marketing Results for Dealers

Innovative Approach Drives Down Promotion Costs Per Retail Delivery

SOUTHFIELD, Mich., Jan. 27 -- R. L. Polk & Co.'s consultative approach and innovative products are driving down direct marketing promotion costs expended per retail delivery and thereby, enhancing dealer profits.

Today, stores in the Delaware-based Price Automotive Group have reported that its direct promotion costs spent per retail delivery are as low as $245 per vehicle, approximately 55% below the industry average, based on results from its most recent direct marketing campaign powered by Polk data. Campaign results and costs were closely monitored over a five-month period to ensure accurate reporting.

Price used a unique and comprehensive four-step approach that began by identifying the lifestyle and demographic composition of its best customers. Next, the audience was narrowed to reach only those thought to be in the "buying" mode. In addition, the promotion was aimed at only those believed to be interested in specific vehicle models. Lastly, mailings were flighted to include existing customers as well as their best prospects.

"We are real pleased with the results being generated for us by Polk," said Mike Price, vice president of The Price Automotive Group and General Manager of Price New Castle. "The return on our investment has far exceeded the results we have achieved using other promotional means including newspaper advertising. I look forward to sharing my techniques at an upcoming NADA Convention workshop in Las Vegas."

"The Price Automotive Group joins a rapidly growing list of customers who have relied on Polk's knowledge of the dealer market coupled with our innovative and highly predictive products that continuously yield significant sales gains and returns on investment," said Mary McDonnell, senior vice president of Polk's Strategic Markets Team.

Polk's dealer products will be showcased at NADA's 87th Annual Convention on January 31 - February 3, 2004 at the Las Vegas Convention Center, Booth #1751.

About R. L. Polk & Co.

R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, the Netherlands, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com