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Efrain from Gold Level Media introduces a marketing campaign video focused on calculating the return on investment (ROI). He explains that the costs reflect his company's own pricing, including printing and labor, which they receive at no charge due to ownership. The campaign involves direct mail for Gold Level Print, supported by newly acquired printing equipment totaling approximately $50,000 for a machine that produces flyers and business cards, along with an additional $4,000 for related tools. Efrain emphasizes transparency by including these expenses in the total cost to provide an accurate financial overview of the campaign.