What is included in a media plan?

A media plan is a comprehensive strategy designed to outline how an organization intends to communicate with its target audience through various media channels. The primary focus of a media plan is to ensure that messages effectively reach the intended demographic, making the strategy for reaching the target audience a foundational component. This includes considerations of which media platforms to use, the timing of campaigns, and the specific messaging that will resonate with that audience.

The other options do not encapsulate the full scope of a media plan. While a budget is indeed an important aspect of any advertising efforts, it represents just one part of the broader media plan, which encompasses multiple strategic elements. The history of the media company, while relevant in some contexts, does not directly inform the media plan itself, as the focus is on current and future strategies rather than past performance. Similarly, technical specifications of equipment might be pertinent in the context of production but do not constitute the strategic planning aspect that a media plan embodies. Therefore, the correct answer reflects the integral role of audience-focused strategies in the formulation of a media plan.