I'd have thought that seeking notoriety as an election strategy is an odd one: it is very easy to achieve of course, as we've seen, but surely the cumulative effects of repeated notorious statements are difficult to predict in the sort-term and could also have long-term repercussions should he be elected when his remarks come back to haunt him (such as we saw when our Boris was doing a recent 'serious' press conference with John Kerry).
If we have gained anything from the recent referendum, it must surely be that some of the underhanded strategies of political campaigning have been laid bare. People start to believe all kinds of outrageous statements and downright lies if they are repeated often enough and that is part of what Trump is doing.
I doubt he even thinks about long term repercussions - why would he?, he'd be president by then.
My impression is, and I could be wrong, that he really is a political loose cannon (albeit a rich one) who doesn't have the 'thinking on his feet' skills to carry off notoriety as a means of being seen to be clever and witty.
My impression is that he would be a very poor president and a very dangerous one, but that doesn't mean that he won't succeed.