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		Media/Marketing J.D. Power and Associates' annual Car and Truck Media Studies provide manufacturers, advertising agencies, television stations and publications with the pertinent data necessary to develop effective marketing and media strategies. The media studies include responses from more than 48,000 principal drivers of new cars and trucks and provide subscribers with a full range of demographic data, viewing and reading habits and attitudinal information. The annual Power Car and Truck Media Reports enable light-vehicle advertisers to evaluate specific media, such as the ability of magazine titles to reach target prospects for specific kinds of new cars or trucks. These national surveys uniquely offer large samples (more than 31,000 new car principal drivers and over 16,000 light truck drivers), a high response rate (50%), and 12 months of purchases. The Reports are in near-universal use by ad agencies, the advertising media and manufacturers. Data is available precoded for standard vehicle segments, eleven for Car and eight for Truck. The Reports also include AutoSegmentation(SM), which divides new-vehicle drivers into six distinct attitudinal groups based on their feelings about their automobiles and about driving based on a sixteen-question battery. Power Car and Truck Media Reports The Power Media Reports are the definitive measure of magazine readership among purchasers and lessees of cars and trucks for personal use. Automotive manufacturers and ad agencies find the information invaluable in determining the targets for media spending. Publications use the study to gain insight into the dynamics of the automotive industry.
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