Keebleco knows that it produces and sells very tasty crackers.Nabiscer knows that it produces and sell dull crackers.According to the signaling theory of advertising,

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According to signaling theory, a company with a high-quality product (Keebleco) has an incentive to spend on advertising to signal its quality, while a company with a lower-quality product (Nabiscer) does not, as it cannot recoup the costs through increased sales.

Keebleco Knows That It Produces and Sells Very Tasty Crackers