Just how the advertising channel works The earliest version of a sales channel that I'm able to find is this from 1904 by Frank Hutchinson Dukesmith, editor of the Salesmanship publication Below, Dukesmith introduced the principle of 4 phases that bring about a sale: Attention, Rate Of Interest, Desire as well as Sentence. Virtually 50 years later on, an advertising and also sales exec in the pharmaceutical industry, Arthur F Peterson, released the following image in his publication, Drug Selling, Describing, and Sales Training: