! Required information [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 $ 450,000 100% 225,000 50% 225,000 50% 126,000 28% 99,000 22% 63,000 14% $ 36,000 8% Chicago $ 150,000 45,000 105,000 78,000 $ 27,000 Office Minneapolis 100% $ 300,000 100% 30% 180,000 60% 70% 120,000 40% 52% 48,000 16% 18% $ 72,000 24% 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 40% Market Medical Dental $ 200,000 100% $ 100,000 128, 000 64% 52, 000 72, 000 36% 48,000 12, 000 6% 21,000 $ 60,000 30% $ 27,000 Minneapolis $ 300,000 100% 180,000 60% 120,000 33,000 11% 87,000 29% 15, 000 5% $ 72, 000 24% 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 $5,000. Marketing studies indicate that such a campaign would increase sales in the Medical market by $40,000 or increase sales in the Dental market by $35,000. 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