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?

FINANCIAL ACCOUNTING
10th Edition
ISBN:9781259964947
Author:Libby
Publisher:Libby
Chapter1: Financial Statements And Business Decisions
Section: Chapter Questions
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SB Exercise 6-16 through Exercise 6-17 (Algo)

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[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:

 

      Office
  Total Company   Chicago   Minneapolis
Sales $ 504,000   100 %   $ 177,000   100 %   $ 327,000   1 %
Variable expenses   261,000   50 %     63,000   30 %     196,200   60 %
Contribution margin   243,000   50 %     114,000   70 %     130,800   40 %
Traceable fixed expenses   133,200   28 %     81,600   52 %     52,320   16 %
Office segment margin   109,800   22 %   $ 32,400   18 %   $ 78,480   24 %
Common fixed expenses not traceable to offices   72,000   14 %                        
Net operating income $ 37,800   8 %                        
 

rev: 06_09_2020_QC_CS-215744

 

Exercise 6-17 (Algo) Working with a Segmented Income Statement [LO6-4]

Assume that Minneapolis’ sales by major market are:

 

    Market
  Minneapolis Medical Dental
Sales $ 327,000   100 %   $ 236,000   100 %   $ 136,000   100 %
Variable expenses   196,200   60 %     137,000   64 %     61,000   52 %
Contribution margin   130,800   40 %     99,000   36 %     75,000   48 %
Traceable fixed expenses   52,320   16 %     15,600   6 %     30,000   21 %
Market segment margin   78,480   24 %   $ 83,400   30 %   $ 45,000   27 %

Common fixed expenses not traceable to markets

  15,000   5 %                        
Office segment margin $ 63,480   19 %                        
 

 

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 $14,000. Marketing studies indicate that such a campaign would increase sales in the Medical market by $58,000 or increase sales in the Dental market by $62,000.

 

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?

**Interactive Educational Module: Evaluating Advertising Impact on Company Profits**

This section is designed to help students understand how an advertising campaign might affect a company's financial performance. 

- **Tabs Navigation:**
  - **Required 1**
  - **Required 2 (Active)**
  - **Required 3**

Each tab focuses on a particular aspect of the financial evaluation.

**Scenario Prompt:**
“How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Medical Market?”

- **User Input Field:**
  - **Company's Profits:** 
    - Students are prompted to calculate whether profits would increase or decrease and provide the amount. 
    - A text box is available for input, with "increase" selected by default.

- **Navigation Button:**
  - **Required 1:** A button to return to the previous section.
  - **Required 2 (Highlighted):** Indicates that this is the current active section and allows navigation.

This module encourages analytical thinking and business acumen by simulating real-world strategic decisions.
Transcribed Image Text:**Interactive Educational Module: Evaluating Advertising Impact on Company Profits** This section is designed to help students understand how an advertising campaign might affect a company's financial performance. - **Tabs Navigation:** - **Required 1** - **Required 2 (Active)** - **Required 3** Each tab focuses on a particular aspect of the financial evaluation. **Scenario Prompt:** “How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Medical Market?” - **User Input Field:** - **Company's Profits:** - Students are prompted to calculate whether profits would increase or decrease and provide the amount. - A text box is available for input, with "increase" selected by default. - **Navigation Button:** - **Required 1:** A button to return to the previous section. - **Required 2 (Highlighted):** Indicates that this is the current active section and allows navigation. This module encourages analytical thinking and business acumen by simulating real-world strategic decisions.
**Text Transcription for Educational Website**

The image presents a question regarding the impact of an advertising campaign on a company's profits within the Dental Market. The text reads:

"How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Dental Market?"

Below the question, there is an interactive input section labeled "Company's profits" with options to select "increase" or potentially "decrease," followed by a field to enter the amount or percentage of this change.

Additionally, there are two navigational buttons labeled "Required 1" and "Required 3," each with arrows indicating the ability to select additional requirements or steps associated with the task at hand.
Transcribed Image Text:**Text Transcription for Educational Website** The image presents a question regarding the impact of an advertising campaign on a company's profits within the Dental Market. The text reads: "How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Dental Market?" Below the question, there is an interactive input section labeled "Company's profits" with options to select "increase" or potentially "decrease," followed by a field to enter the amount or percentage of this change. Additionally, there are two navigational buttons labeled "Required 1" and "Required 3," each with arrows indicating the ability to select additional requirements or steps associated with the task at hand.
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