The David K. Burnap Advertising Agency is a full service marketing firm providing a range of marketing services from advertising and branding to media planning, web development and corporate level hosting.


  • in business since 1959
  • currently servicing and supporting clients operating on a regional, national and global basis
  • full service with particular expertise in technology/industrial B2B media planning, complex web development, personalized multi-level email/social campaigns as well as corporate level site and application hosting environments
  • technical competence in basic html as well as the popular CMS’s with an emphasis on Wordpress and Wordpress multi-site networks
  • In depth Exact Target & Salesforce experience

36 South Main Street
Centerville, OH 45458

Please email for more information
or to setup a detailed consultation.


Emphasis on digital executions

Creative design and messaging capabilities

Long term experience with
“considered purchase” products



Efficient and targeted

Specialists in results-driven B2B programs

Proficient in print, digital and
integrated campaigns



Focused on adapting the latest
technology to meet marketing goals

Well versed in ruby, php, .net
and the popular CMS technologies

Strong application integration capabilities



Exact Target/Salesforce certified

Personalized, transaction triggered
and automated programs

End-to-end stategic development



Marketing-based keyword analysis

Competitive research capabilities

One-off and ongoing campaigns



Dedicated, managed and monitored hosting

Personal service

Focused technical expertise

Branding & Advertising

  • Creative strategy
  • Competitive analysis
  • Positioning and messaging
  • Art direction and design
  • Advertising, sales collateral, point-of-sale, web and mobile experience

Media Planning

  • Media & target market analysis
  • Competitive analysis
  • Campaign planning
  • Negotiation, placement and analytics
  • Extensive experience with international / multi-language media research, negotiation, placement and payment

Web & Mobile Development

  • Complete design and build capabilities
  • Ruby, php, .net and java
  • Joomla, Drupal and WordPress.
  • Specialists in WordPress multi-sites & Woo Commerce

Email & Social Media

  • Integrated as part of overall strategy
  • Well-versed in the popular analytical tools

Search Engine Marketing

  • Technical audits
  • Utlization of keyword analytical tools
  • Url mapping
  • Multi-site, multi level strategies

Corporate Level Hosting

  • Fully-owned facility
  • Multi tiered access to the internet
  • Multi-layered power backup
  • N+1 routing & switching core
  • “Five-Nines” reliability

Agency Insight

Subject Lines

The subject line is probably the most important part of your email content. According to statistics from Convince & Convert, 33% of email recipients open email based on subject line alone.

There are a few guidelines to keep in mind when writing a subject line:

  • Be clear and specific. Center the subject line around the topic of the email.
  • Keep it simple – perhaps offering one key takeaway from your message.
  • Create urgency by using phrases like “ends today” or “register now”.
  • Don’t put words in all caps or use excessive punctuation to indicate importance.

Personalization is also a key factor in open and click through rates. It’s easy to include your subscriber’s name and other subscriber data in the subject line or body of the email – so do so liberally.

Typically, email client’s inbox interfaces show about 60 characters on an emails’ subject line. Mobile devices show about 25 to 30. A good rule for subject line length is to keep it around 6 to 8 words, placing any key words at the beginning.

The Rule of “7.”

Ever ride a bike without training wheels? Ever fall, get up, and repeat? Like many things in life, you must have repetition to get a desired outcome. And most of the time advertising is no different.

The advertising concept, effective frequency, proposes that for all marketing messages there exists an optimal number of advertising exposures before action is taken or before that message becomes ignored. But how many impressions does it take?

Some say three impressions is enough. Others indicate seven is a good guideline and choose to implement “The Rule of 7”. While the true amount of impressions needed may forever be debated, it’s clear that repetition without over doing is an important strategy. Most media outlets even enforce limits on their digital advertising, so that viewers are not subject to the same ad more than necessary during a given day or week.

So, whether it’s falling off a bike or delivering an impression, don’t be afraid to repeat.

Security and your CMS selection

With all of the great advantages of using a CMS to power your next website, the benefits come with serious security issues that need to be carefully managed.  Typical solutions to the problem … locking down points of entry … tend to defeat the benefits of the open and collaborative environment the CMS is designed to enhance in the first place.

We recommend a number of things to our clients embarking on a new CMS based site, but the first and most important is a plan for much more frequent updates than you are used to.

Make sure there is a disciplined plan to monitor the CMS for these available updates, to implement them, and then to test carefully after installation.

It’s not unreasonable to think in terms of monthly updates with popular CMS’s like WordPress, Drupal and Joomla (75-80% of all CMS based sites).

Making sure you have a plan to handle this work can keep you out of more expensive security issues.

Email Design Trends

Since emails don’t have a very long lifespan (they’re usually read and then deleted), you can be more trendy than you might otherwise be with design. You still want to stay true to your brand or overall campaign look, of course, but you can dip into trends for some added fun.

For instance, animated GIF images have become very popular in emails lately. What was once a tacky 90s art form is now a trend being used in email because nearly all email clients support gif files.

Another up-and-coming idea is to put video in email. Not all email clients support videos in email, but as long as you include a good fallback image (perhaps an animated GIF of your video) and supporting text, why not have the benefit for those subscribers whose email clients do support it.

Branding, awareness or direct response … some thoughts.

A marketing effort can result in many outcomes. An agency’s job is to direct those efforts to obtain a desired outcome. We’ve got a green thumb for marketing, if you will. And without that correct strategic care, an idea or campaign can wither and fail.

Branding (planting the seed)
A brand is a promise, with no fingers crossed. It’s the very identity of what your company and its products are built upon. It’s the seed. Everything you do should align with your core values to create a personality that consumers can trust … starting with the name and logo, continuing to your website, and including everything in between.

Awareness (helping it grow)
It’s time to shed some light on the brand. An effective media plan will reach the target audience and provide memorable, useful content. It’s important to remind your audience that you are still here and a key player. Understanding your target market’s behavior in terms of media consumption (print, digital, email, mobile, etc) will help grow awareness while making the best use of your marketing dollars.

Direct Response (collecting the harvest)
At this stage, you want consumers to take action. That could be a click, a comment, a call, or a purchase. These are the tangible, visible results that can be tracked and monitored. Direct response can be a great way to recognize the return on investment of a budding campaign.

Now, while these three could all be part of a full marketing plan, they can certainly be singled out and worked on individually. What does your company need to help it grow?

Testing Tools/Client Compatibility

There are many, many email clients and devices on which an email could be viewed. You need to be sure your email is going to look the same and be readable everywhere (which is more difficult than you might think!).

According to, Apple Mail on iPhone has 27% marketshare, Gmail has 17%, and Outlook only 9%. The remaining marketshare is spread very thinly over multiple email clients.

More importantly, those email clients all render code slightly differently – allowing certain things and not allowing others. Furthermore, each email client might be used on various desktop, table, and mobile devices – making clean coding and then testing extremely important.

Two tools you can use to test emails in are Litmus and Email on Acid. With both services, you paste your email code into their program or email it to a special address they provide and your email is tested in the most common email clients and device viewports. You see a preview of what your email looks like in all of them and then adjust your code as necessary. They also offer additional analytics, spam filter testing, and more.

An SEO Checklist

How well is your site doing on the search engines?

Working with dozens of companies on this topic … the answer is almost always … not as good as it should be.

Typically the bare minimum is accomplished at launch with the more time consuming parts left for another time (a time that often never comes).

Here are some things to consider when you carve out the time to look into SEO again.

  • is the url mapping set up to complement the key search terms?
  • have your key search terms been vetted for relative popularity?
  • do you know how each of your competitors are doing on each of your terms and therefore where you should spend most of your time?

Ultimately, the SEO battle is won by the player with the “best” content related to a specific term … so the best long term strategy is always to focus on the content.

Is there a good way to evaluate digital media effectiveness?

Platforms and channels for reaching consumers are constantly evolving in the digital space. This continuously changing environment makes it difficult to make sense of digital advertising results. So how can we measure a digital campaign’s effectiveness?

While there are multiple ways to define success, two common themes will likely be discussed when determining acceptable results: Ad Engagement + Conversions.

Ad Engagement occurs when a consumer interacts with an advertisement, email, video, or blog. This consumer activity provides us with numbers and insights as to how the campaign was perceived. Categories like impressions, clicks (total and unique), CTR, page views, and open rate will be relevant depending on the tactic. The different levels of engagement shine light on audience reach, product interest and the quality of the creative.

Conversions, on the other hand, are a step beyond engagement. A conversion yields detailed contact information from interested parties or can tie a monetary value to the data. Comparing financial investments to financial benefits will provide you with the return on investment. Generating leads can also turn into sales and be a good indicator of the effectiveness of a campaign. Harvesting leads and converting those consumers into buyers is a sign that your digital advertising is both compelling and effective, and you’ll have numbers to back it up.

Digital media offers a simple first step in the buying process. Within a few clicks a consumer can learn all they need about a product and even find a purchase point. There are trackable and telling details at each stage during that consumer journey, and defining your objectives will be key in determining the effectiveness of the marketing campaign.

How many impressions does it take to convert in today’s environment?

The answer: possibly about the exact same number it did 40 years ago?

This is a question that comes up often … and for good reason. As we watch technology and the number of media sources explode and the shear number of messages out there multiply exponentially … it makes a marketer wonder.

We recently dug into this for a client. We looked at every recent study we could find and then we averaged them. These 22 studies suggested that it takes 12-15 impressions to convert a prospect to a customer.

Then we looked at some specific case studies. One that stood out was a study that Apple recently conducted to see how many trips to an Apple store it took before a prospect became an Apple buyer. The answer was 6 to 7.

Finally, we pulled out some research from our archives from the 1970s. We were curious what the experts thought about this before the dawn of the digital age. The answer (based on an old Cahners Business Media study) was 10- 12. It is remarkable how relatively static that number has remained over time and should provide a good guideline for planning a campaign today.

Mobile-first approach to email design

Designing your emails to be mobile-friendly is becoming increasingly important. The percentage of email messages opened on mobile devices is already in the 50% range and is increasing each year. In a statistic published by TopRank Blog, 64% of decision-makers read their email via mobile devices.

Taking these statistics into consideration, it’s clear your email should be readable on a mobile device. The best way to accomplish this is to create responsive emails. With responsive design, the content “responds” to the size of the viewport by expanding or shrinking to the appropriate size.

For example, when viewing a responsive email on your desktop you may see a two-column layout. If you then view the same email on your mobile device, the content may be shifted into one-column. The content is the same, just presented differently based on the dimensions of the viewport.