Ivan (Professor in the Communication Department of California State University, Los Angeles. Producer and director of commercials, sitcoms, variety shows, documentaries, and daytime dramas.) Cury 
TV Commercials: How to Make Them [PDF ebook] 
or, How Big is the Boat?

Understanding how commercials are made is the key to doing it right. This descriptive book is a step-by-step guide on the mechanics of creating a commercial from a production perspective. Making commercials on all types of budgets is addressed. There is material describing the roles and dynamics of the key players: the producer/director, agency, and client. This book outlines the requirements of each group so that everyone can understand and appreciate each other“s needs.