Any marketing campaign can be broken down in terms of cost per thousand, and it should be monitored according to cost per response.

Advertising cost per thousand includes cost of origination (design), production (printing if relevant) and media (such as local radio, display advertising, list procurement and postal fulfillment).

Generally you pay a higher cost per thousand for better targeted methods, but in return you get a higher response rate, so the cost per response is actually lower than cheaper methods.