Does the word 'gimmick' have positive or negative meaning?

Does the word gimmick have a positive or negative meaning? It is not obvious to me from a wikipedia article. I also would be glad if someone could explain it in two words, not several paragraphs spread across ten articles as in wiki. I understand that there are several meanings, but what do you think about when you first hear it?

Where does this word come from?

Solution 1:

It definitely has a negative connotation. It is a trick advertisers use to get your attention or to get you into their stores.

Solution 2:

Yes. It can be either positive or negative depending upon context.