<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "Sustainability in Open Distance Learning (ODL) Education:\r\nCanvassing the Right Market Segmentation and Effective\r\nAdvertising Strategy"^^ . "This paper addresses the perceptions that lead prospective learners’ to favour\r\nthe right market segmentation and effective advertising messages in Open\r\nDistance Learning (ODL) advertisements. A descriptive study was conducted\r\namong the prospective ODL learners in Malaysia between January to March\r\n2021. A self-administered questionnaire was utilised to gather data from 314\r\nrespondents throughout that period. Analysis of this study was conducted using\r\nSPSS Version 22 and SMART-PLS Version 3.2 to examine the reliability and\r\nvalidity of the questionnaire, thus, determining the significance of every\r\nindependent variable and dependent variable in this research. The result\r\nobtained reveal that majority of the respondents give prominence to\r\naccessibility than substantiality between the ODL institution and market\r\nsegment. On the other hand, the respondents place significance on the element\r\nof reminder and persuasive messages that received their attention towards the\r\nODL institutions. The standardised path coefficients showed that accessibility,\r\nreminder and persuasive types of messages are the significant predictors of\r\nsustainability of ODL institutions whereby substantiality has been perceived by\r\nthe respondents as not significant. Therefore, it is noteworthy to develop\r\ncreative advertisements with emotional attachment in order to attract the\r\naudience’s attention and fit in the context of their opinions and beliefs. As a\r\nwhole, the results from this study help the ODL institutions to be more focused\r\nin designing their advertising messages as well as understanding market\r\nneeds. The findings have strong implications to both academic and the ODL\r\ninstitutions particularly in the aspect of institutional sustainability focusing on\r\nthe effective market segmentation and the right strategy of advertising\r\nmessages."^^ . "2021" . . . . . . . . . . . . . . . . . . . . ""^^ . "Azlina Abdul Aziz"^^ . " Azlina Abdul Aziz"^^ . . ""^^ . "Zulaikha Zakariah"^^ . " Zulaikha Zakariah"^^ . . ""^^ . "Yanty Roslinda Harun"^^ . " Yanty Roslinda Harun"^^ . . ""^^ . "Norsiah Aminudin"^^ . " Norsiah Aminudin"^^ . . ""^^ . "Mohd Nazri Mohd Noor"^^ . " Mohd Nazri Mohd Noor"^^ . . "Open University Malaysia (OUM)"^^ . . . . . "ICE 2021 : Proceedings of the 2021 International Conference on Education"^^ . . . . . "Virtual Conference"^^ . . . . . . "Sustainability in Open Distance Learning (ODL) Education:\r\nCanvassing the Right Market Segmentation and Effective\r\nAdvertising Strategy (Text)"^^ . . . . . "library-document-1414.pdf"^^ . . . "Sustainability in Open Distance Learning (ODL) Education:\r\nCanvassing the Right Market Segmentation and Effective\r\nAdvertising Strategy (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "Sustainability in Open Distance Learning (ODL) Education:\r\nCanvassing the Right Market Segmentation and Effective\r\nAdvertising Strategy (Other)"^^ . . . . . . "preview.jpg"^^ . . . "Sustainability in Open Distance Learning (ODL) Education:\r\nCanvassing the Right Market Segmentation and Effective\r\nAdvertising Strategy (Other)"^^ . . . . . . "medium.jpg"^^ . . . "Sustainability in Open Distance Learning (ODL) Education:\r\nCanvassing the Right Market Segmentation and Effective\r\nAdvertising Strategy (Other)"^^ . . . . . . "small.jpg"^^ . . . "Sustainability in Open Distance Learning (ODL) Education:\r\nCanvassing the Right Market Segmentation and Effective\r\nAdvertising Strategy (Other)"^^ . . . . . . "indexcodes.txt"^^ . . "HTML Summary of #1414 \n\nSustainability in Open Distance Learning (ODL) Education: \nCanvassing the Right Market Segmentation and Effective \nAdvertising Strategy\n\n" . "text/html" . . . "HD28 Management. Industrial Management"@en . . . "LC5201 Education extension. Adult education. Continuing education"@en . . . "LC5800 Distance education"@en . .