Markstrat - Why is the advertising amount allocated different from what we assigned ?

The segmentation strategy provides an indication to your ad agency on how you want to split your budget across segments. This is usually done by selecting the appropriate media, channels, location, time in the day, etc. As you can imagine, this is not an exact science, and there is a little bit of overlapping across segments. This is why you will never retrieve in the competitive advertising study the exact allocation that you have specified in your decision.