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In this video, Efrain from Gold Level Media discusses a marketing campaign focusing on the return on investment (ROI). He mentions the costs associated with direct mail marketing, specifically for their new printing equipment. The total investment includes a $50,000 printer and an additional $4,000 for supplementary equipment. Efrain aims to provide an accurate cost estimate, even though they obtain some services for free as a marketing company. The objective is to generate revenue to cover the investments in equipment while launching effective marketing materials like business cards and flyers.