Required information [The following information applies to the questions displayed below.] Raner, Harris and Chan is a consulting firm specializing in information systems for medical and dental clinics. The firm has two offices-one in Chicago and one in Minneapolis. It 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 below: Office Total Company Chicago Minneapolis Sales $ 513,000 100.00% Variable expenses 256,500 50.00% Contribution margin 256,500 50.00% $ 171,000 51,300 119,700 100.00% 30.00% $ 342,000 205,200 100.00% 60.00% 70.00% 136,800 40.00% Traceable fixed expenses 143,640 28.00% 88,920 52.00% 54,720 16.00% Office segment margin 112,860 22.00% $ 30,780 18.00% $ 82,080 24.00% Common fixed expenses not traceable to offices 71,820 14.00% Net operating income $ 41,040 8.00% Assume Minneapolis's sales by major market are: Market Minneapolis Medical Dental Sales Variable expenses $ 342,000 100.00% $ 228,000 205,200 60.00% 145,920 100.00% 64.00% $ 114,000 100.00% 59,280 52.00% Contribution margin 136,800 40.00% 82,080 36.00% 54,720 48.00% Traceable fixed expenses 37,620 11.00% 13,680 6.00% 23,940 21.00% Market segment margin 99,180 Common fixed expenses not traceable to markets 17,100 Office segment margin $ 82,080 29.00% 5.00% 24.00% $ 68,400 30.00% $ 30,780 27.00% The company is planning a $5,700 advertising campaign next month in either the Medical or Dental market. Marketing studies indicate this campaign would increase Medical market sales by $45,600 or Dental market sales by $39,900. Required: 1. How much would the company's profits increase (decrease) if it advertised in the Medical market? 2. How much would the company's profits increase (decrease) if it advertised in the Dental market? 3. Should the company advertise in the Medical or Dental market?