Required information SB Exercise 6-16 through Exercise 6-17 (Algo) [The following information applies to the questions displayed below.) 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 $ 507,000 100% 263,000 50% 244,000 50% 133,600 28% 110,400 22% 72,500 14% $ 37,900 8% Office Chicago Minneapolis $ 178,500 100% $ 328,500 1% 64,000 30% 197, 109 60% 114,500 70% 131,400 40% 81,800 52% 52,560 16% $ 32,700 18% $ 78,840 24% Exercise 6-17 (Algo) Working with a Segmented Income Statement (L06-4] Exercise 6-17 (Algo) Working with a Segmented Income Statement [LO6-4] Assume that Minneapolis' sales by major market are: Sales Variable expenses Contribution margin Traceable fixed expenses Market segment margin Common fixed expenses not traceable to markets office segment margin 64% Market Medical Dental $ 238,000 100% 138,000 100% 137,500 61,500 52% 100,500 36% 76,500 48% 15,800 6% 30,500 21% 84,700 30% $ 46,000 27% Minneapolis $ 328,500 100% 197, 100 60% 131,400 40% 52,560 16% 78,840 24% 15,000 5% 63,840 19% The company would like to initiate an intensive advertising campaign in one of the two market segments during the next month. Th campaign would cost $14,500. Marketing studies indicate that such a campaign would increase sales in the Medical market by $59,000 or increase sales in the Dental market by $63,500. 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