SUBJECT : ENTREPRENEURSHIP DEVELOPMENT ARUN AUCHHALA INTERNATIONAL GROUP Diploma Course in Computer Engineering (As per directives of | Scheme, MSBTE) SUBJECT CODE : 22032 AIM : “CHOOSE ANY ADVERTISEMENT AND ANALYZE IT’S GOOD AND BAD POINTS” ACADEMIC YEAR : 2024 - 25 ROLL NO. NAME BRANCH 3132 KUSHAL PATIL 3133 ANIKET SHARMA 3140 SHREELESH PAWAR coe! 3172 KRRISH PATIL Under Guidance of - Mrs. Praneeta MamPART A— PLAN TOPIC OF THE MIRO-PROJECT : “CHOOSE ANY ADVERTISEMENT AND ANALYZE IT’S GOOD AND BAD POINTS” @ BRIEF INTRODUCTION: The “Shot on iPhone” campaign by Apple is one of the most successful marketing initiatives that highlights the power of the iPhone's camera Launched in 2015, this global campaign encourages users to capture stunning images using their iPhones and showcase the impressive capabilities of its camera. The campaign includes real-life photographs taken by everyday users, which are then featured in various forms such as billboards, print ads, and even television commercials. By placing the spotlight on user-generated content, Apple not only demonstrates the high-quality camera features but also creates a sense of community among iPhone users. In this analysis, | will examine both the strengths and weaknesses of Apple’s “Shot on iPhone” campaign, assessing how it has impacted consumer perceptions of the iPhone and whether it successfully communicates the broader brand message of innovation and simplicity. @ AIM OFTHE MICRO-PROJECT: ®@ To investigate how the campaign built an emotional connection between the brand and consumers, particularly by celebrating user creativity. e To understand the role of user participation in driving campaign success and its effect on customer loyalty and brand advocacy.“ ACTION PLAN- SR | DETAIL OF ACTIVITY PLAN PLAN END | NAME OF MEMBERS No. START DATE | DATE 1. Group was formed 15/07/24 26/07/24 KUSHAL PATIL according to the Roll no. ANIKET SHARMA and Group leader was SHREELESH selected. PAWAR KRRISH PATIL 2. Finalization of micro 29/07/24 09/08/24 KUSHAL project and discussion of PATIL Micro project. SHREELESH PAWAR KRRISH PATIL 3. | Planning of micro project | 12/08/24 23/08/24 | KUSHAL PATIL regarding resources, ANIKET SHARMA language used, SHREELESH submission date, PAWAR completing Part A plan of Project. 4, Complete analysis and 26/08/24 06/09/24 KUSHAL PATIL Design part of Micro ANIKET SHARMA project and distribution KRRISH PATIL of module among group members. 5. Designing Strategy for 09/08/24 20/09/24 KUSHAL project and getting it PATIL KRRISH finalized from guide. PATIL 6. Presentation of micro- 23/09/24 04/10/24 KUSHAL PATIL project in front of Guide ANIKET SHARMA by each member of group SHREELESH and preparing Part B plan PAWAR KRRISH for micro-project. PATIL 7. _ | Submission of Micro- 07/10/24 11/10/24 | All Members project both Plan A & B, hard copy.@ RESOURCES REQUIRED- SR NO. | NAME OF SPECIFICATIONS | QTY REMARKS RESOURCE 1. CHROME Referring 1 [websites] various websites for gathering information 2. Computer Co- 1 Processor- intel core 2 dual CPU E6550 3. Open Learning Internet SourcesPART B — PLAN TOPIC OF THE MIRO-PROJECT : “CHOOSE ANY ADVERTISEMENT AND ANALYZE IT’S GOOD AND BAD POINTS” @ = BRIEF INTRODUCTION : Apple's "Shot on iPhone" campaign, which began in 2015, revolutionized the way the company marketed its flagship product by shifting the focus real-world creativity and the everyday consumer experience. By showcasing stunning photographs taken with the iPhone, Apple turned its camera into a centerpiece of its brand identity, demonstrating that high-quality images are within reach for everyone, not just professional photographers. The campaign was successful in not only highlighting the iPhone’s camera capabilities but also in building an emotional connection with users by celebrating their creativity. This analysis will explore the strengths and weaknesses of the "Shot on iPhone” campaign, considering its impact on consumer engagement, brand perception, and how effectively it communicated the iPhone’s full range of capabili @ AIM OF THE MICRO-PROJECT : e@ To assess how the "Shot on iPhone" campaign influenced consumer perceptions of the iPhone, especially its camera capabilities. e@ To analyze how effectively the campaign communicated the quality and versatility of the iPhone's camera through user-generated content. e@ To explore how the campaign reinforced Apple’s brand image as an innovator and a facilitator of creativity.oO oO ood ¢ 1) 2) 3) 4) 5) 6) 7) COURSE OUTCOME INTEGRATED : Ability to critically analyze advertisements, evaluating both positive and negative aspects. Develop skills in communicating analysis clearly through written reports and presentations. Develop research skills by gathering supporting data or opinions about an advertisement’s effectiveness. Suggest improvements to advertisements, promoting creative problem-solving. Enhance digital and media literacy by analyzing how different media techniques influence consumers. Actual Procedure Followed: Groups are made according to the roll number and Branch. Arranged a meeting and discussed the EDE Microproject. Gathered information about the Microproject. Gathered resources required for the Microproject. Gathered more information related to the Microproject. Gathered more resources related to the Microproject. Submitted The Hardcopy of The Microproject after Completion.REPORT Introduction: An Advertisement description provides a detailed overview of an ad’s structure, messaging, and its intended impact on the audience. It usually starts by describing the product or service being advertised, followed by the context in which the ad is set. This can include where the ad takes place (e.g., a home, office, park, etc.), the characters involved (such as a family, celebrity, or individual), and the overall storyline or theme. The description will often highlight the ad's purpose whether it is to create awareness, showcase a new product feature, or evoke emotions that encourage the audience to take action, such as making a purchase or visiting a website. In addition to the narrative, an advertisement description covers the visual and auditory elements that enhance the ad’s appeal. This includes details like the cinematography, colors, camera angles, and how they all contribute to the tone of the ad. For example, if the ad uses bright, vibrant colors and fast-paced cuts, it may suggest energy and excitement, whereas slower camera movements and muted colors could evoke calm and tranquility. Music and sound effects also play a crucial role in setting the mood; an upbeat track can energize viewers, while softer music may create a more reflective atmosphere. These visual and sound elements are designed to support the message and further influence the viewer’s perception of the product.> Introduction: The target audience is another critical aspect of the description. An effective ad speaks directly to demographic it aims to reach, tailoring the message and tone to appeal to that group. For example, an ad promoting a luxury car might be aimed at professionals or high-income individuals, using sophisticated visuals and a classy tone, while a snack ad for kids will use bright colors and playful music to attract a younger audience. Understanding the audience helps to explain why the ad includes certain elements, such as a particular type of language, setting, or celebrity endorsement. In summary, an advertisement description goes beyond simply recounting the ad’s content. It analyzes how various elements product presentation, visual aesthetics, music, audience targeting, and messaging work together to create an effective advertisement that captures attention, builds interest, and drives action. By breaking down each component, this description offers insight into why certain choices are made and how they contribute to the ad's overall success. We have taken the example of Apple “Shot on iPhone” campaign advertising and will be analyzing it’s good and bad pointsr Shot on iPhone GOOD POINTS IN THIS ADVERTISEMENT : User-Generated Content: The "Shot on iPhone” campaign leveraged user-generated content, which is a powerful marketing tool. It invited people from around the world to submit their photos and videos, showcasing real-world examples of how powerful the iPhone's camera is. This approach gave the campaign authenticity and created a sense of community among users. Highlighting Product Features: The campaign effectively highlighted one of Apple’s key selling points the quality of its camera. By showcasing stunning, professional-looking photos taken with an iPhone, Apple demonstrated the camera's capabilities in real-world settings, rather than relying solely on professional photography or ads. It helped position the iPhone as a device capable of taking high-quality photos, comparable to dedicated cameras.Global Appeal and Diversity: The campaign featured photos from users all over the world, showcasing a wide variety of subjects, styles, and cultures. This diverse approach helped Apple reach a global audience and resonate with a broader group of people, reinforcing the message that iPhone users from different walks of life could create beautiful content with their phones. Effective Use of Social Media: The "Shot on iPhone" campaign used social media platforms like Instagram and Twitter to its advantage. By encouraging people to share their photos with a specific hashtag, Apple created a viral buzz and engaged with users directly. It also turned everyday users into brand ambassadors, helping the campaign gain traction organically. Long-Lasting Campaign: Unlike many ads that run for short periods, "Shot on iPhone" has had a lasting impact. The campaign is ongoing, with new photos and videos continuously being featured. This longevity keeps it fresh and relevant, reinforcing Apple's brand identity over time. Cross-Platform Marketing: Apple effectively uses multiple platforms (billboards, social media, online ads, TV) to display these images and videos. The integration of "Shot on iPhone" across different channels ensures that the campaign reaches a wide audience, regardless of how or where they interact with Apple’s content. It has become an iconic campaign globally, uniting users across various devices and platforms. Increased Customer Loyalty and Advocacy: The campaign has successfully turned users into advocates. Many people enjoy being able to share their own photos and videos and proudly associate themselves with the brand. By participating in this community-driven campaign, users feel a personal connection to Apple, which fosters long-term brand loyalty and advocacy.BAD POINTS IN THIS ADVERTISEMENT : Exclusivity and Accessibility: While the campaign showcases stunning photos, some users may feel that they can’t replicate the same results because they might not have access to the latest iPhone models with upgraded cameras. This can create a sense of exclusivity, as not all iPhones can produce the same level of quality, especially when comparing older models to the latest ones. Perception of “Unrealistic” Photos: While the photos taken on iPhones are stunning, some people may feel that the campaign sets unrealistic expectations. Many of the photos are professionally curated and may have been edited or enhanced, even though they are presented as “raw” shots taken on an iPhone. This could create a disconnect between the reality of everyday users’ experiences and the idealized images portrayed in the ads. Limited Product Focus: The focus on the camera can sometimes overshadow other features of the iPhone, like its performance, design, or software. While the camera is a significant selling point, there are other features that could also be emphasized in a more balanced marketing approach. This could limit the scope of the campaign and make it less comprehensive in representing the full value of the device. Over-Reliance on User Participation: Apple’s reliance on user-generated content means the campaign is only as. good as the quality of submissions it receives. While many submissions are stunning, some may not be on par with the high standards Apple expects, potentially reducing the overall effectiveness of the campaign. This could also lead to uneven messaging if not carefully curated.Potential for Brand Fatigue: Given the long-running nature of the campaign, there’s a risk that it may become repetitive over time. Even though the photos change, the core message of "Shot on iPhone" might feel less impactful as people become accustomed to the concept. To maintain interest, Apple would need to continually innovate or refresh the approach. Limited Focus on Video Quality: While "Shot on iPhone" has expanded into showcasing videos, it still tends to focus mostly on still photography. iPhones are also renowned for their video recording capabilities, such as 4K resolution, slow motion, and cinematic modes. By focusing more on photos, the campaign misses an opportunity to fully showcase the iPhone’s diverse multimedia capabilities, especially in an era where video content is highly popular. Unrealistic Expectation for Casual Users: Even though anyone can submit their photos, many of the images in the campaign come from users who are professional photographers or individuals who already have a natural talent for capturing beautiful images. This could lead to unrealistic expectations among casual users who may feel they need advanced skills or perfect conditions to capture similar quality photos. No Clear Call to Action: While the campaign is visually stunning and inspiring, it doesn’t always include a direct call to action. Many viewers might be motivated to buy an iPhone based on seeing beautiful photos, but the campaign doesn’t always explain the benefits of the device's other features, like storage capacity, software, or compatibility with other Apple products. This could leave potential customers unsure about what makes the iPhone more than just a good camera.Conclusion Apple's "Shot on iPhone" campaign has been incredibly effective in g the power of the iPhone's camera and building a strong emotional connection with users. It capitalizes on user-generated content, diversity, and social media, creating a global sense of community. However, the campaign’s reliance on a single feature (the camera) and the potential for unrealistic expectations or exclusivity might limit its broader appeal. Despite these drawbacks, the campaign has been successful in reinforcing Apple’s brand as innovative and customer-focused.