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Exercise 6-17 (Algo) Working with a Segmented Income Statement [L06-4] Assume Minneapolis's sales by major market are: Ma rket 357 , 100.00% 100. 100.00% 214,200 60.00% 152,320 64. 61,880 52.00% 142, 40.00% 85,680 36. 57 , 120 48.00% 39,270 11.00% 14,280 24,990 21.00% $ 71,400 30. 103,530 29.00% 17,850 $ 85,680 24.00% Sales Variable expenses Contribution margin Traceable fixed expenses Market segment margin Common fixed expenses not traceable to markets Office segment margin Minneapolis 5.00% Medical $ 238,000 Dental $ 119,000 $ 32,130 27.00% The company is planning a $5,950 advertising campaign next month in either the Medical or Dental market. Marketing studies indicate this campaign would increase Medical market sales by $47,600 or Dental market sales by $41,650. Required: 1. How much would the company's profits increase (decrease) if it advertised in the Medical market? 2. How much would the company's profits increase (decrease) if it advertised in the Dental market? 3. Should the company advertise in the Medical or Dental market?