By Tom Polanski, EVP, eBrand Media and eBrand Interactive

According to a new Ad-ology Research study, “Advertising’s Impact in a Soft Economy,” more than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Conversely, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business.

C. Lee Smith, president and CEO of Ad-ology Research, says “It is critical to advertise in the current economic climate, to maintain long-term positive consumer perception of your brand… advertising… assures consumers of a business’ reliability… ”

Other key findings include:

– 40% of consumers use coupons more now than a year ago
– Most consumers are as willing or more willing to pay more for ‘healthy’ or ‘organic’ products than they were a year ago
– A ‘deeply discounted price’ was the number-one factor that would make consumers more likely to purchase a big-ticket item (+$1,000)
– 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
– Store Web sites ranked second only to search engines as the way consumers research products and shop online