Investigating process maturity modeling as an advertising process improvement paradigm

- Daniel Adrian Doss, Ph.D., Russ Henley Ph.D., Qiuqi Hong, Trey Pickett

This article examined a variant of the Capability Maturity Model integrated (CMMi) through the lens of advertising process improvement. The population and sample were taken from a national array of U.S. marketing organizations. Using ANOVA, a 0.05 significance level, and a stratification of service marketing organizations versus product marketing organizations, the study showed a statistically significant difference (F(1, 304) = 4.03; p = 0.04; ω2 = 0.00) regarding the hypothesis representing the notion that processes were potentially sporadic, chaotic, and ad hoc. This notion corresponded to the first maturity level of the examined process maturity framework. With respect to the Likert-scale data representing the first maturity level, the successive means analysis showed that both service marketing firms (M = 2.99) and product marketing firms (M = 2.74) reported neutrality regarding whether processes were deemed sporadic, chaotic, and ad hoc. Thus, the respondents perceived no evidence of the first maturity level among the queried work settings. Future studies may examine different stratifications of marketing firms (e.g., for-profit versus non-profit; domestic versus international; and so on) to better explore the proposed advertising maturity model.

Daniel Adrian Doss, Ph.D., University of West Alabama, United States – an associate professor at the University of West Alabama. He possesses a Ph.D. from Jackson State University. His research interests are in the fields of computing, business administration, information systems, marketing, security, and technology.

Russ Henley, Ph.D., University of West Alabama, United States – an associate professor at the University of West Alabama. He possesses a Ph.D. from the University of Alabama. His research interests are in the fields of business administration and marketing.

Qiuqi Hong, MBA, Guangzhou College of Technology and Busines, International Educational College, Guangdzu, Guangdong, China – an instructor at Guangzhou College of Technology and Business. She possesses an MBA from the University of West Alabama. Her research interests are in the fields of business administration and marketing.

Trey Pickett, MBA, University of West Alabama, United States – an alumnus of the University of West Alabama where he earned his MBA degree. His research interests are in the fields of accounting and marketing.

DOI: 10.2478/minib-2019-0028
Contact: adoss(at)uwa.edu, rhenley(at)uwa.edu, hongqiuqi(at)gzgs.org.cn, pickettc3946(at)uwa.ed
MINIB, 2019, Vol. 32, Issue 2

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