%A  Mohd Nazri Mohd Noor
%A  Norsiah Aminudin
%A  Azlina Abdul Aziz
%A  Yanty Roslinda Harun
%A  Zulaikha Zakariah
%T Sustainability in Open Distance Learning (ODL) Education:
Canvassing the Right Market Segmentation and Effective
Advertising Strategy
%X This paper addresses the perceptions that lead prospective learners? to favour
the right market segmentation and effective advertising messages in Open
Distance Learning (ODL) advertisements. A descriptive study was conducted
among the prospective ODL learners in Malaysia between January to March
2021. A self-administered questionnaire was utilised to gather data from 314
respondents throughout that period. Analysis of this study was conducted using
SPSS Version 22 and SMART-PLS Version 3.2 to examine the reliability and
validity of the questionnaire, thus, determining the significance of every
independent variable and dependent variable in this research. The result
obtained reveal that majority of the respondents give prominence to
accessibility than substantiality between the ODL institution and market
segment. On the other hand, the respondents place significance on the element
of reminder and persuasive messages that received their attention towards the
ODL institutions. The standardised path coefficients showed that accessibility,
reminder and persuasive types of messages are the significant predictors of
sustainability of ODL institutions whereby substantiality has been perceived by
the respondents as not significant. Therefore, it is noteworthy to develop
creative advertisements with emotional attachment in order to attract the
audience?s attention and fit in the context of their opinions and beliefs. As a
whole, the results from this study help the ODL institutions to be more focused
in designing their advertising messages as well as understanding market
needs. The findings have strong implications to both academic and the ODL
institutions particularly in the aspect of institutional sustainability focusing on
the effective market segmentation and the right strategy of advertising
messages.
%C Virtual Conference
%D 2021
%K Accessibility, Market Segmentation, Open Distance Learning,
Sustainability
%P 303-316
%L library_repository1414