Raner, Harris & Chan is a consulting firm that specializes in information systems for medical and dental clinics. The firm has two offices -one in Chicago and one in Minneapolis. The firm classifies the direct costs of consulting jobs as variable costs. A contributlon format segmented income statement for the company's most recent year is given: Assume that Minneapolis' sales by major market are: Market Dental Minneapolis $570,000 342,000 228,000 68,400 Medical Sales $380,000 247,000 133,000 19,000 100% 100% $190,000 95,000 95,000 49,400 100% Variable expenses Contribution margin Traceable fixed expenses 60% 65% 508 508 40% 35% 129 58 26% Market segment margin Common fixed expenses $114,000 30% $45,600 24 159,600 28% 17,100 38 not traceable to markets Office segment margin $142,500 25% The company would like to initiate an intensive advertising campaign in one of the two market segments during the next month. The campaign would cost $7,600. Marketing studies indicate that such a campaign would increase sales in the Medical market by $66,500 or increase sales in the Dental market by $57,000. Required: 1. How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Medical Market? 2. How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Dental Market? 3. In which of the markets would you recommend that the company focus its advertising campaign? Complete this question by entering your answers in the tabs below. Required 3 Required 2 Required 1