the Dated Pillow won the 2011 Promo and Acti-
vationLions,and MediaLions,which have only been won by a few campaigns out of thousands. Finally, marketing
campaignsrequiringhighcoststhatalsomanagetoprovide
highbenefitscanbeclassifiedasnicheShikake.Inthistype
ofShikake,massmarketparticipationcannot beexpected
as the cost of participation is high; however, the high
benefits raise the possibility of participation by a niche
marketwillingtopaythehighcost.