This document provides an overview of effective channel management for marketing. It discusses branding, engagement, outreach, and monitoring as key components. Engagement discusses the gap between how consumers access media and how brands spend on advertising across channels like online, TV, print, radio and mobile. Outreach focuses on reaching consumers through various channels. Monitoring allows tracking engagement and outreach efforts across channels.

1. Module IIEffective Channel Management

3. BRANDING

8. ENGAGEMENT

9. Hotel Consumer Media Consumption Hotel Ad Spend 6% Online 19% TV 50% Print 8% Radio 10% Outdoor 41% Online 25% TV 12% Print 13% Radio 9% Mobile Gap between Ad Spend and Media Consumption

13. OUTREACH

17. MONITORING

23. Questions?