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 margin $450,000 1008 $300,000 1008 $150,000 1008 75,000 50% 75,000 50% 39,000 26% 126,000 28% $90,000 30% $36,000 24% 270,000 60% 195,000 65% 180,000 40% 105,000 35% 58 54,000 128 15,000 ommon fixed expenses not traceable to markets 13,500 Office segment margin $112,500 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 $6,000. Marketing studies indicate that such a campaign would increase sales in the Medical market by $52,500 or increase sales in the Dental market by $45,000 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? Company's profits Required Required 2 Required 1Required 2 Required 3 How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Dental Market? Company's profits by KRequired 1 Required 3 > Required 1 Required 2Required 3 In which of the markets would you recommend that the company focus its advertising campaign? OMedical Dental K Required 2 Required 3