Market Minneapolis Medical Dental Sales $ 780,000 100 % $ 520,000 100 % $ 260,000 100 % Variable expenses 468,000 60 % 338,000 65 % 130,000 50 % Contribution margin 312,000 40 % 182,000 35 % 130,000 50 % Traceable fixed expenses 93,600 12 % 26,000 5 % 67,600 26 % Market segment margin 218,400 28 % $ 156,000 30 % $ 62,400 24 % Common fixed expenses not traceable to markets 23,400 3 % Office segment margin $ 195,000 25 % 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 $10,400. Marketing studies indicate that such a campaign would increase sales in the Medical market by $91,000 or increase sales in the Dental market by $78,000. Required: 1. How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Medical Market