It totally depends upon requirements of the story or we should say content.
A big agency may ask for tens of lacs for the same commercial for which a small agency may be offering a cost 60-70% less.
But, it is content and presentation which matters.
To start with you may opt for Graphic Ad which costs much less than ads with real shooting.
Yes...if the product is Expensive...if it is not then it may not help you. Rather an expensive ad commercial for a low priced product may leave an impression of being it expensive.
If you go by the cost per 10 seconds...it is cost effective than many FM Radio Channels in Delhi NCR.
But, mostly it depends on channels popularity and viewership. Every Channel have their own Target Group so, depending upon TG we have to see what is best.
Yes, that's certainly where more of them are, but Prime Time is when viewer is at home. They will not call you then. And next morning they will forget about the same. So, it make sense to advertise in all time bands as it reaches to all viewers in low cost. Please note that Prime Time Advertising is very expensive.
Use Real People
And...we are not talking about just using Celebrities...
May be you can use your Customer or may be Model with right image sited for product. This would assure better connect with potential customers.
Sometime, models with a next door kind of image work better than a known face.
Give you commercial a good deep thought. There is a difference between what you WANT to Show and what really is NEEDED.
Use limited but essential USPs and highlight with best possible graphic or model representation. Be Simple and state the message Clearly.
Point is, that, audience should understand the message even if the TV is on Low Volume.
Content is KING...
Make sure the script is Short, Crisp and Clear. Some catchy words or phrases may be used to grab potential customer's attention.
Choose Channel and Time Band Wisely
While making a good ad commercial is important...it is equally important to choose right channel and time band to advertise on.
You may find a channel offering low rates but if your Target Audience is not available there...what is the point of advertising on that channel.
Same goes with Time Band...if the channel is good but you choose to advertise on a time band not offering content to suit your potential customer...the whole purpose of advertising is defeated.
Though fixing budget for an ad campaign is important, you must ensure that good ad frequency is maintained to gain optimum results.
While saying that, be careful, though higher frequency of ad is better, going overboard isn't.
It is widely seen that advertisers mostly try to force their ideas. While it is important to know what you need, taking help of an expert...an advertising agency in this context will only increase the chances of designing good campaign which will convey right message, on right medium at right time.
Sometimes paying little extra, saves lots of investment...
Make your brand identity same...across media. Using same faces, colors, styles in all commercial will help audience identify your company and product better.