While 25% vs. 7% sounds illogical, it isn't necessarily. Maybe one person seeing a print ad gets the same results as 10 people seeing an online ad. Maybe for an

While 25% vs. 7% sounds illogical, it isn't necessarily. Maybe one person seeing a print ad gets the same results as 10 people seeing an online ad. Maybe for any single person, one print ad has the same effect as seeing 10 online ads. Maybe print ads reach not only less people, but also different people to online ads, and therefore even if it's less cost-effective it is still cost-effective enough to be worth spending money on. It's not a simple decision to make :)