The paper "The Different Attitudes, Values of Different Children around the Globe " is an excellent example of an annotated bibliography on social science. Lauffer R & Junior M, 2003, a new approach to segmenting the global child, world advertising research center, New York. Lauffer works as the managing partner and executive planning director of McCain junior. This is a different kid’ s research agency and brand consultancy inside McCann-Erickson. During his work, she divides her working hours between spending some time working with McCann junior and Magic Hat which is a complete-service youth communications agency, where she also occupies the title of Managing partner.
In his 15 years of work as a strategic planner, she develops brand communications and NPD strategies for several top children and youth brands which include Disney Vista, Nickelodeon, and Cola-Cola. In his article, she suggests a new and different approach towards segmentation; she wanted a segmentation that is based upon mindset instead of factors such as age or lifestyle. While trying to find out the main difference between the factors, she starts with a simple truth concerning the children around the world.
The model she applied could be used across different categories and has great implications on new product development, communications, and market prioritization. The author main purpose in his work was to find the different attitudes, values, and behaviors of different children around the globe based upon their different histories, culture, and lifestyle. She found out that the only thing that unites the children most is play. The play’ s that unites the children includes traditional plays like toys, games, sports, and other similar plays. According to her, playing among children is not only for fun, but it is very important since it helps in the development of children.
As per the adherents of modern constructionism, the school has convincingly shown that play is inbuilt and it drives intellectual development. The author used a survey that was conducted by the world advertising research center, according to the interview conducted among the children between the age of 5 and 12 around the world by the organization. The interviewers interviewed the children together with their parents; they also visited their homes and watch the children play.
In their findings, they found that some children approached to play in a predominantly inner-directed fashion, which means that if the kids are given a chance they will play on their own, in another way, some of them prefer a more other-directed approach to play. But given a chance, these kids prefer playing with others. Other findings show that some kids are more comfortable playing within a realistic context that is emulating things they see in real-life situations like football. The author shows that the kids may engage in any combination of the play behaviors which will result in 4 primary play dimensions.
The four dimensions are in correspondence to the 4 discrete child mindset, these are the achievers; this kind of a child is motivated by personal ability and is driven to success; the second is the dreamer, this kind of a child is driven by his imagination; the third is the leader, this kind of a kid is goal-oriented and competitive; and the last is the collaborator, this one is very interaction oriented, outgoing and social.
The research also demonstrates how the primary play dimensions are demonstrated in different countries like the US, Brazil, Denmark, UK, Japanese, Belgium, and others. As per the author, the goal of this study is to match the right product to the correct mindset and promote it in the correct market with the true message. Littman M, 2003, tween scene, storyboard, chain leader, New York. The article describes how the dairy queen retooled its marketing campaign to attract the kids more; these are the children aged between 8 to 12 years whose behaviors are hard to be understood.
The author established that the tweens spend over 14 million dollars yearly as per the research conducted by G WHIZ entertainment Inc; this is a New York-based organization that is specialized in youth marketing and it is working together with Grey worldwide. A lot of spending that is carried out by the organization in marketing its products is significant to the dairy queen since they are predicting more flats sales in the year 2003 more than 2002. The author established that the organization had a standard kids’ meal program similar to most of the QSRs, but there was some discontent between the franchisees, which is according to the information by the director of the national and local promotions for international DQ, Halvorson Patty. The author established that in trying to expand the market for his products, Minneapolis-based ice cream organization hired G WHIZ Entertainment Inc.
to establish what the children thought about their QSR. Through the research that was conducted by the organization on the children living in Seattle, Minneapolis and Atlanta who have tested the products, some findings surprised the dairy Queen management.
The article shows that the surprising findings were that the young and older kids do not value the toys as the company management thought. The parents support the phasing out of toys because they perceived that plastics giveaways by cluttering their cars and children playrooms. In the article, the author explains that the director of the national and local promotions for international DQ, Halvorson in their research found out that the tweens do not think of DQ as a treat when they talked to the kids; even in places where the company had a strong presence.
The tweens think that they do not have the best variety. The research that was conducted by the G WHIZ shows that tweens drive at least twenty five percent of dining decisions. The senior vice president of G WHIZ Mr. Bethany explained that once the children are given something they are not interested in, they will never come back. The author also explains the number of new products the Dairy Queen developed for selecting the one to be taken to the market.
The products selected were around 15 to 20, and five out of them were taken to the market. The information used to select the best products was taken from the kids since they are honest. The Dairy Queen Company according to the author is planning to spend around 52.5 million dollars on advertising the products some of this money is generated from the sales franchisees' contributions. Smart, D & Sanson, A, 2001, the role of temperament and behavior, Australian institute of family studies, Sydney. In this article, the author looks into how children's characteristics and the fit between parent and child from an early age may influence social competence in late childhood, which is at the age of 11 or 12.
The author defines what temperament and behaviors mean and he found out that good social skills enable the kids to interact freely with their age mates and adults, to create a close and supportive relationship and build a stock of socially acceptable responses and good behavior.
However, if children are not thought proper social skills it will lead to long term adjustment and problems. The authors went ahead to discuss temperament in detail, its changes from early childhood to late childhood since it has been shown to be what it predicts several characteristics of child development like an achievement in education and social behavior. The article examines children's temperament and behavior from infancy to late childhood and the fit with their parents from toddlerhood onwards. It put into context the age from which connections between early child functioning, parent-child fit, the aftermath social competence that might be detected, and lastly the strength of this connection at different stages.
The author uses an Australian temperament project which is a wide longitudinal study of children’ s development to look into children’ s temperament.