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Efrain from Gold Level Media discusses creating a video on a marketing campaign to demonstrate the return on investment (ROI) of direct mail efforts. He mentions that, while some costs, such as printing and labor, might be lower for his company due to ownership of a marketing firm, he will factor those expenses into the total for transparency. Efrain highlights recent investments in equipment, including a printer costing around $50,000 and another costing about $4,000, to produce business cards and flyers. The goal is to recover costs through effective marketing and provide an accurate representation of expenses involved in the campaign.