With October auto sales expected to fall short of September’s 15-year low, General Motors Corp. is launching a campaign this week to reach people who have stopped looking for cars out of fear that they can’t get a loan.

Many banks and finance companies, including GM’s own GMAC Financial Services, have tightened credit standards because they can’t borrow money to lend, or they’re reluctant to lend.

GM will promote its financing options with radio, newspaper and digital advertising from Friday through Nov. 3.