Twenty-one percent of consumers say they definitely would not consider buying a car from an automaker considering bankruptcy, according to a new survey. Another 28.6 percent said they probably would not consider buying a car from a struggling manufacturer.

The Ad-ology Research survey studied advertising’s impact in the current economy. Fifty percent of respondents think an auto dealership must be struggling if they stop or cut back on advertising, and 19 percent assume the dealership will be less willing to deal.

“The effect that a reduction of advertising can have on a business is profound,” said C. Lee Smith, president and CEO of Ad-ology Research of Westerville, Ohio. “It’s not just out of sight, out of mind. It’s worse. Whether it’s GM, Chrysler or individual dealerships, the auto industry must stay top-of-mind to rebuild consumer confidence,” Smith said.

Another hurdle for automakers is that 46 percent of consumers say they view a company’s products or services much less or somewhat less favorably after an announcement of a large number of layoffs, Ad-ology reported.

Other key findings from the survey:

    • Of consumers who would consider buying a car from a struggling automaker “only if they got a great deal,” 38.6 percent said a deeply discounted price and 38.8 percent said a discounted/free extended warranty would make a purchase more likely.
    • 80 percent of consumers surveyed are as willing or even more willing to pay more for “green” products than they were a year ago.
    • 33 percent think a “focus on value” is the most effective tone for advertising in the current economic climate.
    • TV, newspaper, direct mail and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action.

The report, Advertising’s Impact in a Soft Economy, will be released May 7 at www.Ad-ology.net.