Date created: | Last Updated:

Category: Project

Description: Rachmad, Yoesoep Edhie. 2023. Gimmick Marketing Theory. Giza Pyramids Kitab Nashr, Edition Khasse 2023. https://doi.org/10.17605/osf.io/84awq The Gimmick Marketing Theory, conceived by Yoesoep Edhie Rachmad and detailed in his 2023 book "Giza Pyramids Kitab Nashr, Edition Khasse," explores the strategic use of gimmicks in marketing to captivate consumer attention and enhance brand recall. This theory stems from Rachmad's research that began in 2016, focusing on understanding the effectiveness and implications of using distinctive, often unconventional marketing tactics that create buzz and drive engagement. Background Rachmad's interest in developing the Gimmick Marketing Theory was sparked by the increasing clutter in the advertising world, where traditional approaches often fail to make an impact or capture consumer interest amidst the noise. Observing that certain brands successfully cut through this clutter by employing memorable, quirky, or shock-value tactics, he aimed to dissect how these gimmicks work and their long-term effects on brand perception and consumer behavior. Definition of the Theory The Gimmick Marketing Theory defines a "gimmick" as a unique or novel feature, stunt, or promotion that is intended to attract attention and differentiate products or services in a crowded market. This theory posits that while gimmicks can be highly effective in drawing immediate attention, their success in contributing to sustainable brand growth depends on their alignment with the brand’s core values and the overall quality of the product or service. Conclusions Rachmad concludes that gimmick marketing, when executed strategically, can significantly boost brand visibility and engagement, particularly in launch phases or promotional campaigns. However, he warns that reliance on gimmicks without substantive backing in product quality or customer value can lead to negative consumer perceptions and diminished brand credibility over time. He advises marketers to use gimmicks judiciously—ensuring that these tactics are not only attention-grabbing but also resonate with the brand's identity and audience's expectations. Furthermore, gimmicks should be integrated into a broader, holistic marketing strategy that includes solid product development and customer relationship management. Rachmad also highlights the importance of innovation in gimmick marketing; the novelty factor wears off quickly, and what was once a successful gimmick may become ineffective if overused or duplicated by competitors. Therefore, continuous creativity and adaptation are crucial. Overall, Yoesoep Edhie Rachmad's Gimmick Marketing Theory provides valuable insights into the strategic use of creative and unconventional tactics in marketing. It offers a framework for understanding how gimmicks can be used effectively to not only capture attention but also build a lasting positive impression when they are part of an authentic and quality-focused marketing strategy.   Table of Contents Rachmad, Yoesoep Edhie. 2023. "Gimmick Marketing Theory." Giza Pyramids Kitab Nashr, Edition Khasse. [DOI: https://doi.org/10.17605/osf.io/84awq] ________________________________________ Chapter 1: Introduction to Gimmick Marketing Understanding the Rise of Gimmicks in Advertising.................3 The Appeal and Pitfalls of Unconventional Tactics.................21 How Gimmicks Fit Into Modern Marketing Strategies.................37 Chapter 2: Historical Perspective on Gimmick Marketing Early Examples of Gimmicks in Advertising..........................55 The Evolution of Gimmick Use Across Different Eras.................71 Notable Campaigns that Defined Gimmick Marketing...................89 Chapter 3: Defining Gimmicks in Marketing What Qualifies as a Gimmick?......................................105 Distinguishing Between Gimmicks and Regular Promotions.............123 Evaluating the Short-term and Long-term Impacts of Gimmicks.......141 Chapter 4: The Psychology Behind Gimmick Marketing Why Gimmicks Grab Consumer Attention.............................159 Understanding the Emotional Triggers Involved.....................177 The Role of Curiosity and Surprise in Gimmick Effectiveness.......193 Chapter 5: Strategic Use of Gimmicks Integrating Gimmicks Into the Marketing Mix.......................211 Timing and Placement: When Do Gimmicks Work Best?.................229 Aligning Gimmicks with Brand Identity and Core Values.............247 Chapter 6: Case Studies in Gimmick Marketing Successful Gimmick Campaigns and What Made Them Work..............265 Learning from Failed Gimmick Attempts.............................283 Case-by-Case Analysis Across Different Industries................299 Chapter 7: Measuring the Effectiveness of Gimmick Marketing Key Performance Indicators for Gimmick Campaigns..................317 Analyzing Return on Investment....................................335 Balancing Short-Term Gains with Long-Term Brand Equity............351 Chapter 8: Risks and Limitations of Gimmick Marketing Potential Backlash and Consumer Skepticism........................369 When Gimmicks Undermine Brand Credibility.........................387 Mitigating Risks with Authenticity and Transparency...............403 Chapter 9: Innovating with Gimmick Marketing Keeping Gimmicks Fresh and Relevant...............................421 Adapting to Changing Consumer Expectations........................439 Future Trends in Creative and Unconventional Marketing............457 ________________________________________ Appendices Appendix A: Tools and Techniques for Developing Gimmick Ideas.....473 Appendix B: Industry-Specific Approaches to Gimmick Marketing.....489 Appendix C: Practical Checklist for Gimmick Campaign Planning.....505 References Comprehensive List of References and Suggested Readings...........521 Index Index of Key Terms, Concepts, and Campaign Examples...............537 AUTHOR PROFILE In 2016, the author earned the title of Doctor of Humanity, hold a Ph.D. in Information Technology and a DBA in General Management. Since 2016, the author has been teaching at international universities in Malaysia, Singapore, Thailand, and the USA. In 1999, the author founded the Education Training Centre (ETC), an organization dedicated to providing educational services and social support for the underprivileged. This organization offers shelter homes for children in need of a safe place to live and drop-in schools for those who need to continue their education. The ETC is also involved in research aimed at advancing science, which led to the author earning the title of Professor and joining the WPF. Additionally, the author is actively involved in global social development programs through the United Nations. They are a member of the UN Global Compact (id-137635), the UN Global Market (id-709131), and the UN ECOSOC (id-677556). The author has served as a reviewer for several international journals and book chapters, and has written numerous books and articles on a wide range of topics including Philosophy, Economics, Management, Arts and Culture, Anthropology, Law, Psychology, Education, Sociology, Health, Technology, Tourism, and Communication.