Refer to Scenario 16.2. If State Farm Bank decided that it wanted to increase its number of bank customers by 10% in the coming year, it would most likely use the ____ approach to advertising allocation.

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The objective-and-task approach involves setting specific objectives, identifying tasks needed to achieve those objectives, and then determining the advertising budget based on the costs associated with those tasks. In this case, State Farm Bank has a specific objective (increase customers by 10%) and can use the objective-and-task approach to determine how much advertising is needed to achieve that goal.