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 $458,000 100% 228,600 50% 229,400 50% 128, 720 28% 100,680 22% office Chicago Minneapolis $154,000 100% $304,000 100% 46,200 30% 182,400 60% 107,800 70% 121,600 40% 80,080 52% 48,640 16% $ 27,720 18% $ 72,960 24% 64,120 $ 36,560 14% 8 % Assume that Minneapolis' sales by major market are: Minneapolis $304,000 100% 182,400 60% 121,600 40% 33,440 11% 88,160 29% Sales Variable expenses Contribution margin Traceable fixed expenses Market segment margin Common fixed expenses not traceable to markets Office segment margin Market Medical Dental $208,000 100% $108,000 100% 133, 120 64% 56,160 52% 78,000 51,840 48% 12,480 6% 22,680 21% $ 62,400 30% $ 29,160 27% 36% 5% 15, 200 $ 72,960 24% 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 $7,000. Marketing studies indicate that such a campaign would increase sales in the Medical market by $44,000 or increase sales in the Dental market by $41,000. 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 Required Required 1 2 3 How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Medical Market? Company's profits by