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 $ 459,000 100% 229,500 50% 229,500 50% 128, 520 28% 100,980 22% 64,260 14% $ 36, 720 8% Office Chicago Minneapolis $ 154,5ee 100% $ 384,500 100% 46,350 . 182,780 60% 1e8, 150 70% 121,880 40% 80,340 52% 48,720 16% $ 27,810 18% $ 73,080 24% Assume that Minneapolis' sales by major market are: Sales Variable expenses Contribution margin Traceable fixed expenses Office segment margin Common fixed expenses not traceable to offices Net operating income Minneapolis $ 304,500 100% 182,700 60% 121,800 40% 48,720 16% 73,080 24% 15,000 5 % $ 58,080 19 % Market Medical Dental $ 286, eee 1ee% $ 106,000 131,840 64% 55,120 74,160 36% 50,880 12,360 6% 22,260 $ 61, see 30% $ 28,620 100% 52% 48% 21% 27% 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 $6,500. Marketing studies Indicate that such a campaign would increase sales in the Medical market by $43,000 or increase sales in the Dental market by $39,500. 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