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 contribution format segmented income statement for the company's most recent year is given: Assume that Minneapolis' sales by major market are Market Minneapolis Medical Dental Sales Variable expenses contribution margin Traceable fixed expenses Market segment margirn Common fixed expenses not traceable to markets Office segment margin $900,000 1009 $600,000 1009 $300,000 100% 540,000 609 390,000 658 150,000 509 360,000 40% 210,000 35% 150,000 50% 78,000 26% 252,000 28 $180,000 308 72,000 248 108,000 129 30,000 50 27,000 $225,000 34 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 $12,000. Marketing studies indicate that such a campaign would increase sales in the Medical market by $105,000 or increase sales in the Dental market by $90,000. 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 1Required 2 Required 3 How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Medical Market?