| Summary: | 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)
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