The "Four Critical Steps on the Road to Successful Retail Promotions" white paper was written by the company`s founder and CTO, Aviel Amit, and is available for free download on the Universal Ad web site. The paper reviews the critical steps retailers need to implement in order to achieve a cohesive and consistent promotional workflow, without sacrificing the creativity and flexibility necessary to build their unique brand. These new processes will improve their advertising strategy and execution, quickly leading to improved sales levels, a clear edge over the competition and, at the same time, reduced operational costs.