There isn't really one set answer for this as it would depend on multiple factors such as budget, targeting locations (global, national, local), type of industry, brand awareness etc.
Also depends what you're trying to achieve.
You can reach millions of people looking for your keywords via Google Adwords or you could reach millions of people via TV advertising for example.
Two sides of the coin, both have advantages/disadvantages.
Personally I'd choose online marketing as my number one marketing campaign via SEO/PPC.
Hope this helps.