Which item is NOT typically included in a digital media plan?

• A. Target audience
• B. Budget
• C. Media mix
• D. Advertising platform licenses

Answer: (D)

A digital media plan centers on how to reach the target audience within a set budget across the right channels, and how to allocate spend to achieve goals. It covers who you’re trying to reach (target audience), how much you’re willing to spend (budget), and where and how you’ll distribute that spend across channels (media mix such as social, search, display, video, etc.). These elements guide the tactical placement of ads, timing, and the expected reach and frequency.

Advertising platform licenses aren’t typically part of this plan because they deal with legal access and rights to use a given platform or technology. The plan focuses on strategy and allocation, not on the contractual or licensing details required to operate the ad tech. Licensing would be addressed in procurement, IT, or legal processes rather than in the media mix and budgeting decisions that the plan outlines.