Media Preferences for Open Distance Learning Advertising Activities

• Main Authors: Mohd Nazri Mohd Noor, Norsiah Aminudin, Yanty Roslinda Harun, Azlina Abdul Aziz, Zulaikha Zakariah
• Format: Article
• Published: ASEAN Journal of Open and Distance Learning 2020
• Subjects: LC5201 Education extension. Adult education. Continuing education
• Online Access: https://ajodl.oum.edu.my/document/Current/01.Media%20Preferences%20for%20ODL.pdf; http://library.oum.edu.my/repository/1349/
• Institution: Open University Malaysia

The purpose of this paper is to examine prospective learners’ preferred media channel with regards to open distance learning advertisements. This research focuses on two types of media channels, i.e. traditional and new media. This paper segments prospective learners based on their demographical characteristics, such as gender and age. A descriptive study was conducted to assess the media preferences based on generational cohort, and to measure the differences in perception between genders. Self-administered questionnaires were used to obtain meaningful data from 234 potential learners in Malaysia. The study was conducted from February to March 2020. Based on the findings, there is a significant difference in perception towards open distance learning advertisements between genders, in which female respondents appear more receptive towards advertisements. A majority of the generational cohort rates social media as the most preferred media channel, followed by newspaper and television. However, each generation has its respective media preferences. The ANOVA results have revealed a slight difference in academic advertisements and media likeability among generational cohorts. This study adds to the literature of integrated marketing communication. The findings have strong implications to both academic and open distance learning institutions, particularly in the aspect of prospective learners’ acceptance of advertisements in media channels. (Abstract by authors)