This folder contains correspondence and memos related to newspaper advertising for Zerone and Zerex anti-freezes. Also, samples of ads that ran in various newspapers.

Still photographs of Frank Leahy making Zerone-Zerex commercials. Negatives of some of these photographs have been moved to Hagley's Audiovisual and Digital Initiatives Department.

Proposal for a three-phase research plan to determine the effectiveness of the Frank Leahy show in increasing sales of Zerone and Zerex anti-freeze and increasing awareness of these products.

The report reviews the reasons for using television commercials during the Frank Leahy football show to advertise Zerex and Zerone, and recommends that the current contract be renegotiated with station distributors.

Proposal for studies to be conducted on an annual basis, the purpose of which would be "to obtain an indication of consumer awareness of Zerone-Zerex brands and of competitive brands, the extent of Zerone-Zerex usage among the show's viewers, and information regarding anti-freeze usage."

Proposal by Batten, Barton, Durstine & Osborn, Inc. (BBDO) for a study to show how much, and what points viewers retain after exposure to DuPont anti-freeze commercial messages through "immediate recall" telephone interviews.

Scripts for Zerone-Zerex commercials. Also includes some correspondence between Batten, Barton, Durstine & Osborn, Inc. (BBDO) and DuPont regarding the scripts and schedules listing showings of the commercials.

Script of a film that encourages anti-freeze retailers to promote Zerone and Zerex in order to increase sales as part of the "1956 Program for Profits."

Scripts for Zerone-Zerex commercials during the middle and at the closing of the Frank Leahy football show, as well as scripts for seven-second station identification spots.

Scripts for opening commercials, lead-ins for middle commercials, middle commercials, closing commercials, sign-offs for Frank Leahy, and spots.

Correspondence related to spot announcements for Zerone and Zerex to be run on television.

Pulse study on the impact of Zerone-Zerex commercials, and correspondence between Batten, Barton, Durstine & Osborn, Inc. (BBDO) and DuPont regarding the proposed study. The study looks at buying increases of anti-freeze in Boston, Chicago, and Washington between October and November.

A map of the U.S. showing coverage areas in 1954 for Zerone-Zerex commercials shown during Frank Leahy and His Football Forecasts.