<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "Media Preferences for Open Distance Learning Advertising\r\nActivities \r\n"^^ . "The purpose of this paper is to examine prospective learners’ preferred media\r\nchannel with regards to open distance learning advertisements. This research\r\nfocuses on two types of media channels, i.e. traditional and new media. This\r\npaper segments prospective learners based on their demographical\r\ncharacteristics, such as gender and age. A descriptive study was conducted to\r\nassess the media preferences based on generational cohort, and to measure\r\nthe differences in perception between genders. Self-administered\r\nquestionnaires were used to obtain meaningful data from 234 potential\r\nlearners in Malaysia. The study was conducted from February to March 2020.\r\nBased on the findings, there is a significant difference in perception towards\r\nopen distance learning advertisements between genders, in which female\r\nrespondents appear more receptive towards advertisements. A majority of the\r\ngenerational cohort rates social media as the most preferred media channel,\r\nfollowed by newspaper and television. However, each generation has its\r\nrespective media preferences. The ANOVA results have revealed a slight\r\ndifference in academic advertisements and media likeability among\r\ngenerational cohorts. This study adds to the literature of integrated marketing\r\ncommunication. The findings have strong implications to both academic and\r\nopen distance learning institutions, particularly in the aspect of prospective\r\nlearners’ acceptance of advertisements in media channels. (Abstract by authors)"^^ . "2020" . "12" . "2" . . "ASEAN Journal of Open and Distance Learning"^^ . . . "ASEAN Journal of Open & Distance Learning (AJODL)"^^ . . . "22320814" . . . . . . . . . . . . . . . . . . . ""^^ . "Norsiah Aminudin"^^ . " Norsiah Aminudin"^^ . . ""^^ . "Zulaikha Zakariah"^^ . " Zulaikha Zakariah"^^ . . ""^^ . "Mohd Nazri Mohd Noor"^^ . " Mohd Nazri Mohd Noor"^^ . . ""^^ . "Azlina Abdul Aziz"^^ . " Azlina Abdul Aziz"^^ . . ""^^ . "Yanty Roslinda Harun"^^ . " Yanty Roslinda Harun"^^ . . "Open University Malaysia"^^ . . . . . . "HTML Summary of #1349 \n\nMedia Preferences for Open Distance Learning Advertising \nActivities \n\n\n" . "text/html" . . . "LC5201 Education extension. Adult education. Continuing education"@en . .