Creation of an Integrated Marketing Communications
Due to the increasing recognition of mental health application in the market, there is a potential in investing an online self-help tool for anxiety. University of the West of England, department of psychology is developing an app for anxiety called SAM. SAM includes functions like self-profiling and recording of anxiety-provoking events, providing information about anxiety and a range of self-help options for managing anxiety.
Firstly, a clear understanding of app and anxiety is necessary. According to Telecommunications (2012), mobile application is defined as a software application that runs in a smartphone, tablet computer, or other portable computing device and that sends or receives data over the Internet. While anxiety can be categorised into 5 responses which are uncertain, excited, fearful, ambivalent and overwhelmed (Cynthia et al, 2003)
According to Mintel (2010), around 15 million suffers from stress or anxiety although exclusive Mintel consumer research found that some 40 million adults have tensions or worries even if they do not consider themselves as suffering from anxiety. When students were asked to identify whether the feelings were positive or negative, 74% of them stated that the feelings were positive while the remaining 18% described the feelings as negative (Cynthia et al, 2003). As most people cannot find a way to solve their anxiety, there is a potential market for self-help tools for anxiety. Due to the market needs, there are many online provisions like websites and forums for anxiety available (Topham, 2012). In addition, growth in the mental health care market for self-help has encouraged the provision of websites and forums targeting specific problems such as anxiety which is the most common topic in addition to depression (Taktent, 2009 in Topham, 2012). In a recent research, there is a rising trend of smartphone ownership. There are 51 % people among 1368 internet...