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: Sales Variable expenses Contribution margin Traceable fixed expenses office segment margin Common fixed expenses not traceable to offices Net operating income Total Company 495,000 100.00% 247,500 50.00% 247,500 50.00% 138,600 28.00% 108,900 22.00% Office Chicago Minneapolis $ 165,000 100.00% $ 330,000 100.008 49,500 30.00% 198,000 60.00% 115,500 70.00% 132,000 40.00% 85,800 52.00% 52,800 16.00% $ 29, 700 18.008 $ 79,200 24.008 69,300 $ 39,600 14.00% 8.00% Assume that Minneapolis' sales by major market are: Minneapolis $ 330,000 100.008 198,000 60.008 132,000 40.00% 36,300 11.00 95,700 29.00% Sales Variable expenses Contribution margin Traceable fixed expenses Market segment margin Common fixed expenses not traceable to markets Office segment margin Market Medical Dental $ 220,000 100.00% $ 110,000 100.00% 140,800 64.00% 57,200 52.00% 79,200 36.00% 52,800 48.00% 13,200 6.00 23,100 $ 66,000 30.00% $ 29,700 27.00% 21.00% 16,500 $ 79,200 5.00% 24.00$ 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 $5,500. Marketing studies indicate that such a campaign would increase sales in the Medical market by $44,000 or increase sales in the Dental market by $38,500. Required 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 $5,500. Marketing studies indicate that such a campaign would increase sales in the Medical market by $44,000 or increase sales in the Dental market by $38,500. 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 1 Required 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 by