the use of gimmicks.
an abundance of gimmicks.
Also, gimmickery [gim-ik-ree, -ik-uh-ree] .

1950–55; gimmick + -ry Unabridged
Based on the Random House Dictionary, © Random House, Inc. 2014.
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World English Dictionary
gimmick (ˈɡɪmɪk)
1.  something designed to attract extra attention, interest, or publicity
2.  any clever device, gadget, or stratagem, esp one used to deceive
3.  chiefly (US) a device or trick of legerdemain that enables a magician to deceive the audience
[C20: originally US slang, of unknown origin]

Collins English Dictionary - Complete & Unabridged 10th Edition
2009 © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins
Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009
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Example sentences
Faced with these prospects, some colleges have turned to sheer gimmickry.
The thing was totally overtaken by special-effects gimmickry.
Feeling so marginalized, the third parties have resorted to some measure of
  gimmickry to get any attention at all.
Performance measurement need not be a mere paperwork exercise, or an exercise
  in gimmickry.
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