The target audience in this case under the category of demographics is both females and male which are aged between 18 to 45 years, however the needs of everyone are not catered by them. This is because of the fact that the product in itself is primarily for the adults especially for the business women and men. It for taking the morning coffee that they usually visit Costa at the office going hour before starting the work and they also visit during the lunchtime. On the other hand, it also aims to target the university going students who could pay for priced coffee. Thus, it aims to target the people who have interest in spending money on the coffee.
Moreover, Kids menu was introduced by Costa for new target market which was Families. There is a massive potential for family target as most of the costa stores are located in the shopping malls and high streets in Australia. A specific range of food for children has been launched by Costa so as to meet this demand.
Various kinds of advertising media is used in order to accomplish the targets stated above so as to communicate the selling theme to the audience targeted. The various media used includes newspapers, television, billboard, internet banner and magazines. There is a possibility that the sales, awareness and profit of Costa Coffee Company would increase through all this media. This is because of the fact that it leaves a deep impact on the target audience and it could deliver message to a huge audience at the same time.
As lots of money is being spent by Costa Coffee on the advertising campaign, it is crucial to keep a check whether the advertisement was effective for the company or not (Cavusgil and Shaoming 1994). In order to avoid costly mistakes, the effectiveness of advertising campaigns need to be assessed.