Activation

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, AMA Dictionary.

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