Each additional advertisement increases customer awareness by lesser amount than the first. Increasing the number of advertisements does not linearly increase Customer Awareness. When the advertisement runs a second time, a percentage of people who saw the ad the first time will see it again.
The people who see the ad twice do not become aware of the product when they see the ad the second time. Therefore, the second placement does not add as much Customer Awareness as the first-- the result, diminishing returns apply.
Hence the Each additional advertisement increases customer awareness by lesser amount than the first.
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