Peter Mayer is founder and co-owner of Peter A. Mayer Advertising Agency. Peter started the company in 1967, but notes that he had been in the advertising business for many years before he opened his own agency. Nearly a half century later, Peter A. Mayer is one of the city's best-respected advertising agencies. The business of advertising is mysterious to many people; however, Peter explains in plain language what the ad business is all about: "Ideas," he says, "that's what you are really selling." Peter describes the creative process and explains the difference between a good idea and a great idea. He also recalls one of his early successes and shares the amusing back story. Finally, Peter explains what the term "doughnut" means in the advertising world. Listen to find out.