In marketing language, a gimmick is a unique or quirky special feature that makes something "stand out" from its contemporaries. However, the special feature is typically thought to be of little relevance or use. Thus, a gimmick is a special feature for the sake of having a special feature.
In marketing, product gimmicks are sometimes considered mere novelties, and not really that relevant to the product's functioning, sometimes even earning negative connotations. However, some seemingly trivial gimmicks of the past have evolved into useful, permanent features. According to the OED, the word is first attested in 1926, defined in the Wise-Crack Dictionary by Main and Grant as "a device used for making a fair game crooked". The word Gimmick came from Australia.
Finding a successful gimmick for an otherwise mundane product is often an important part of the marketing process. For example, toothbrushes are often given various gimmicks, such as bright colors, easy-grip handles, or color-changing bristles so they appear more exciting to consumers. This is often done when trying to appeal to children or excitable adults, who often get more excited about the gimmick than the product.
Major product features which are poorly designed become known as gimmicks to the product users. Plastic devices often suffer from weak structural components or fragile construction, leading to deforming and cracking of the over-strained and poorly engineered mechanisms. This leaves the owner with the basic functions of the item and the gimmick disabled or, in the case of very cheaply produced products, the gimmick broken completely from the main body of the item.
Avoiding the gaffes of gimmicks: to maximize effectiveness, specials promotions should be used sparingly and in concert with a casino's overall customer loyalty strategy.(REAL TIME SLOTS)
Apr 01, 2007; In the pyramid of building a comprehensive product and marketing program, gimmicks occupy a small but important position....
GLENN IN OUTER SPACE: A GIMMICK TO LOOK UP TO; WHEN HE SHOULD BE AT HOME ENJOYING THE GRANDKIDS, NASA IS SHOVING HIM BACK INTO THE FRAY TO CONDUCT EXPERIMENTS ON ``SPACE AND THE AGING PROCESS''.(VIEWPOINT)
Feb 01, 1998; Byline: Wendy Dager WHEN is a gimmick not a gimmick? Never. A gimmick is something people use to get the...