Whenever creating a commercial for a business that has used television stations or low-end production companies in the past, the business is always initially hesitant to dedicate more money towards the production of a better commercial.

The truth is, production costs are microscopic in relation to the cost of the placement of advertising. When a station or cable company offers to produce a spot at a discounted rate, that option is available to the business as added value to encourage the purchase of advertising with that network. The focus is not on the message, but on the selling of airtime.

So what good is a message mass-distributed if the message doesn't convey the business's sales message in a visually pleasing and compelling manner? Does the message portray the business the way it desires? Does the business look reputable and professional or the opposite?

Dedicating an extra $500-$1000 towards a commercial can make a larger impact than that same amount in a placement budget. The frequency of placement will not suffer from a $1000 reduction in comparison to how it will suffer by having a poorly constructed message.

Once a business sees the improved message and begins to receive positive feedback from the public, the initial hesitation subsides and is replaced with excitement to create future messages. That is extremely gratifying as a production company.