Definition
Activation is the essentially automatic process by which knowledge and meanings are retrieved from memory and made available for use by cognitive processes.
In marketing, activation refers to the marketing activities a company conducts to promote a sponsorship. Money spent on activation is over and above the rights fee paid to the sponsored property. [1]
According to IEG, activation brings the sponsorship to life through engaging experiences, promotions, and campaigns that resonate with fans. [2]
References
- American Marketing Association, AMA Dictionary.
- IEG, Demystifying Sponsorship – IEG, Aug. 14, 2024.