%A  Mohd Nazri Mohd Noor
%A  Azlina Abdul Aziz
%A  Yanty Roslinda Harun
%A  Norsiah Aminudin
%A  Zulaikha Zakariah
%A  Ignasius Heri Satrya Wangsa
%J International Journal of Service Management and Sustainability 
%T Sustainability in Open Distance Learning (ODL): Adoption of Market Segmentation and Advertising Strategy
%X The purpose of this paper is to examine the prospective learner?s perception
of effective market segmentation and advertising messages for open
distance learning (ODL) advertisements. A descriptive study was conducted
to assess the perceptions of prospective ODL learners in Malaysia. 
Selfadministered questionnaires were used to obtain meaningful data from 314
respondents. The study was conducted from January to March, 2021. Based
on the analysis, accessibility between the ODL institution and its market
segments was viewed by the majority of the respondents as more important
than substantiality. Furthermore, the respondents agreed that reminders
and persuasive messages are significant in attracting audience attention to
an ODL institution. The standardised path coefficients have shown that
accessibility, reminders and persuasive messages are significant predictors
of the sustainability of ODL institutions, whereas substantiality was
perceived by the respondents as being insignificant. The results from this
study will help ODL institutions be more focused when designing their advertising messages, and will deepen their understanding of market needs.
These findings have strong implications for academic ODL institutions,
particularly in the aspect of institutional sustainability based on effective
market segmentation and the right strategy of advertising messages.
%N 1
%K Market segmentation, Substantiality; Accessibility; Reminder;                    Persuasive; Open distance learning; Sustainability
%P 87-106
%V 7
%D 2022
%R https://doi.org/10.24191/ijsms.v7i1.17781.
%L library_repository1422