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Efrain from Gold Level Media discusses a marketing campaign focused on direct mail. He plans to share the return on investment (ROI) while considering costs, which may be lower for his company due to their ownership of a marketing firm. Despite this, he will include all expenses for an accurate total. The campaign involves printing business cards and flyers using new equipment they recently purchased, including a $50,000 printer and an additional $4,000 machine. Efrain emphasizes transparency in showing the total costs associated with their marketing efforts, which aim to recoup the investment in new printing equipment.