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IEG Lexicon and Glossary

Activation
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. Also known as leverage.

Ambush Marketing
A promotional strategy whereby a non-sponsor attempts to capitalize on the popularity/prestige of a property by giving the false impression that it is a sponsor. Often employed by the competitors of a property’s official sponsors.

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IEG 2016 Agenda Announced!

See who is speaking and what you will learn in April in Chicago. View the speakers and agenda.

IEG 2016 Agenda Announced!

See who is speaking and what you will learn in April in Chicago. View the speakers and agenda.