Media Preferences for Open Distance Learning Advertising Activities
The purpose of this paper is to examine the prospective learners’ preferred media channel with regards to the Open Distance Learning (ODL) advertisements. Two types of media channel - the traditional and new media become the centre of attention. This paper segmented the prospective learners based on the demographical characteristics such as gender and age. A descriptive study was conducted to assess the media preferences based on the generational cohort and to measure the difference 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 2020 to March 2020. Based on the findings, there is a significant difference in perception towards ODL advertisements in media between genders. Female respondents are more receptive towards advertisement. Thus, it is noteworthy to develop advertisements with emotional attachment to attract the audience’s attention. Social media is rated by majority of the generational cohort as the most preferred media channel followed by Newspaper and Television. However, each generation has its own media preferences. Results from this study help the marketing team of ODL institutions to be more focused upon designing their advertising activities. This study adds to the literature of integrated marketing communication. The findings have strong implications to both academic and ODL institution particularly on the aspect of prospective learners’ acceptance on advertisements in media channel.
Keywords - Media Channel, New Media, Open Distance Learning, Traditional Media