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Definition

Activation is defined as:
  1. The essentially automatic process by which knowledge and meanings are retrieved from memory and made available for use by cognitive processes.
  2. Defined by IEG as the marketing activities a company conducts to promote its sponsorship. Money spent on activation is over and above the rights fee paid to the sponsored property.[1]

References

  1. ^ American Marketing Association. Dictionary. <https://www.ama.org/resources/Pages/Dictionary.aspx> (cited 29 April 2015).

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