The pros and cons of employing marketing gimmicks

Some businesses use gimmicks, either in their marketing or in their product design, to attract customers. Such companies may not be destined to last after the initial interest wears off, but there's nothing wrong with a short-term business, said Thomas Hellman of the University of British Columbia. Successful gimmicks are generally memorable and affordable, said Craig Elias of the University of Calgary's business school.

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