Depends on how much and how bad. I bought the paint pen from the dealer for my CSG and have used in on some chips.... Color is dead on and you can't even tell.
My hood is beat to hell and back with rock chips. I guess 86k and a lot of highway driving will do it. I bought touch up paint online and have used it more times than I can count. At this point I'm just trying to keep the rust away.
OEM color matched paint. No blobs or messy touch up pen mistakes as it comes with a solvent to wipe away any paint above the top most surface or around the chip. Fills in the chip perfectly with paint and you'll be hard pressed to notice the chip anymore unless you look closely or point it out.
Fix the chips and let the new paint cure for a week+ before you do any kind of buffing.
+1 on Dr. Colorchip - for the price and how easy it is, it really takes the sting out of those chips. Not a perfect fix but makes them much less noticeable.