Does putting quality on advertising works ?

Interview made in the 1990s during production of “An Immigrant’s Gift.” I just watched it and i feel like his lines are forever implementable especially about the quality on advertisement. Interviewer asks everybody puts quality on advertisement but yet so many corporation, large businesses have hard time getting things moving, seeing results.

Why it is so? He answers “It’s funny, the group of people that do not use quality in their marketing are the Japanese so only the American companies that do. And yet if you ask people on the street which product has the best reputation for quality, people will tell you the Japanese products. Now, why is that? How could that be?  the answer is because customer don't form their opinions on quality from marketing , they don't form their opinions  on quality from who won the Deming award instead they form their opinions on quality from their own experience with the product or the services and so one can spend enormous amounts of money in quality . One can win every quality where there is and yet a few products don't live up to it. Customers will not keep that opinion for long in their mind and so i think where we have to start is with our product and/or services not with our marketing department and we need to back to basics and go improve our products and services . 

          Now again quality isn't just the product or services its having the right product. You know knowing where the markets going and having the most innovative products is just as much a part of quality as the quality, the construction, the product when you have it. And I think what we are seeing is the quality leaders are today have integrated that quality technology well beyond their sales and manufacturing and out as far as they can’t touch their customer and trying to create supper efficient   processes back from the customers all the way through the delivery and products so they can have the most innovative products, understand the customer needs fastest etc.


What do you think does it applicable in 2016 ?  Comment in the comment section below.

Thank you