The Role of TQM in Advertising: A Conceptualization and a Framework for Application

Abstract

This paper explores the link: between Total Quality Management (TQM) and advertising from both a conceptual and an applied perspective. A conceptual framework is provided which outlines how TQM fits within the marketing and advertising function. Using this conceptual framework, the implementation of TQM in advertising is reviewed and case study examples are presented to illustrate different applications. Also, the nature of the client and agency relationship is examined using data collected from an agency and one of their clients. Finally, the question of whether it is advisable to make quality claims in advertising is addressed. The paper concludes by examining some of the challenges inherent in successfully applying TQM in advertising.

Additional information

Notes on contributors

Robert F. Hurley

Robert F. Hurley (Ph.D., Columbia University) is an assistant professor at the Fordham University School of Business. He has published a number of articles on TQM and marketing and continues to do research in this area.

Melissa Thau Gropper

Melissa Thau Gropper (MBA, Fordham University) is presently working for Dow Jones, and Company in the Business Information Services Division.

Gianpaolo Roma

Gianpaolo Roma (MBA, Fordham University) has held positions in quality assurance, advertising, and marketing. Currently, he is a manager in the Marketing Department of a large telecommunications company.