<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy"^^ . "The purpose of this paper is to examine the prospective learner’s perception\r\nof effective market segmentation and advertising messages for open\r\ndistance learning (ODL) advertisements. A descriptive study was conducted\r\nto assess the perceptions of prospective ODL learners in Malaysia. \r\nSelfadministered questionnaires were used to obtain meaningful data from 314\r\nrespondents. The study was conducted from January to March, 2021. Based\r\non the analysis, accessibility between the ODL institution and its market\r\nsegments was viewed by the majority of the respondents as more important\r\nthan substantiality. Furthermore, the respondents agreed that reminders\r\nand persuasive messages are significant in attracting audience attention to\r\nan ODL institution. The standardised path coefficients have shown that\r\naccessibility, reminders and persuasive messages are significant predictors\r\nof the sustainability of ODL institutions, whereas substantiality was\r\nperceived by the respondents as being insignificant. The results from this\r\nstudy will help ODL institutions be more focused when designing their advertising messages, and will deepen their understanding of market needs.\r\nThese findings have strong implications for academic ODL institutions,\r\nparticularly in the aspect of institutional sustainability based on effective\r\nmarket segmentation and the right strategy of advertising messages."^^ . "2022" . "7" . "1" . . "International Journal of Service Management and Sustainability "^^ . . . . . . . . . . . . . . . . . . . . . . . ""^^ . "Zulaikha Zakariah"^^ . " Zulaikha Zakariah"^^ . . ""^^ . "Norsiah Aminudin"^^ . " Norsiah Aminudin"^^ . . ""^^ . "Azlina Abdul Aziz"^^ . " Azlina Abdul Aziz"^^ . . ""^^ . "Ignasius Heri Satrya Wangsa"^^ . " Ignasius Heri Satrya Wangsa"^^ . . ""^^ . "Yanty Roslinda Harun"^^ . " Yanty Roslinda Harun"^^ . . ""^^ . "Mohd Nazri Mohd Noor"^^ . " Mohd Nazri Mohd Noor"^^ . . "Open University Malaysia (OUM)"^^ . . . . . . "HTML Summary of #1422 \n\nSustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy\n\n" . "text/html" . . . "HC Economic History and Conditions"@en . . . "LB2300 Higher Education"@en . . . "LC5201 Education extension. Adult education. Continuing education"@en . .