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Efrain from Gold Level Media discusses an upcoming marketing campaign to evaluate its return on investment (ROI). He explains that the total cost of the campaign may be lower for them since they own a marketing company, but they will include all expenses for accuracy. The campaign involves direct mail using new printing equipment, including a high-capacity printer that cost about $50,000, and additional equipment costing around $4,000. Efrain emphasizes the need to generate revenue to cover the investment in equipment while showcasing the products they can create, such as flyers and business cards, as part of the marketing effort.