In the past, the Herzmann team helped to develop the project Czechs and the advertisement, organized by the Czech Marketing Association. In 2017, the results of this project showed declining numbers of people who show positive perception of the advertisement. The percentage of those who say they do not need any advertisement or literary hate it grew up from 41 per cent in 2015 up to 53 per cent in 2017 – for the first time most the Czech population. Details can be found at www.cms-cma.cz .