Read the case study and answer these questions.

1. Assuming she receives the additional funding, how should Bornstein allocate her budget across the various digital categories? Given that the additional funding requested must be shifted from Sephora’s other marketing spending, where would you propose to cut? Why?

2. Examine how new media -digital/mobile platforms and social media- differ from traditional media in terms of how they can impact consumers’ decision making process for purchase products. Do new media serve similar or different objectives than traditional media