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 5810,000 1001 $540,000 1001 $270,000 1000 486.000 600 351,000 650 135,000 500 324,000 189.000 350 135,000 500 97,200 120 27.000 58 70,200 268 226,000 2813162,000 301 60,000 240 Sales Variable expenses Contribution margin Traceable fixed expenses Market segment margin Connon fixed expenses not traceable to markets office segment margin 400 24,300 5202,500 31 250 The company would like to initiate an intensive advertising campaign in one of the two market segments during the next month. The compaign would cost $10,800, Marketing studies indicate that such a campaign would increase sales in the Medical market by $94.500 or increase sales in the Dental market by $81,000. 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 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 profils by