"First of all the program must be well received by audiences. Also the way the brand is advertised is very important. If a host spends 40 seconds reading the brand's name and slogan, it is very commercial and a totally hard sell. The key to success is to find something common between the brand and the program itself," said Zhou from P&G.

After thorough research into the dating program, P&G found that younger white collar workers and those who have just started their careers are the program's target audience. By happy coincidence they are also Rejoice's target customers. This shared interest lay behind the partnership.

The younger generation is tempted to buy products for different reasons than older groups.

"They are more emotional rather than rational when buying something. The feeling for the brand is a paramount consideration. Prices or benefits come second or third. They are also less loyal to a single brand, posing more requirements for new techniques and products," said Zhou.

The way in which the younger generation is exposed to brands also differentiates them from older people.

"Those above the age of 30 watch more TV. Those under 30 use the Internet more frequently. They get information from computers or mobile phones," said Steven Chang, chief executive officer of ZenithOptimedia Greater China.

The second transmission of a TV program is watched online on mobile phones or, more frequently, social network services. With SNS, the most influential user in China is still the famous actress Yao Chen, who is a celebrity closely associated with the entertainment industry. One thing leads to another, with a brand's marketing tightly related to entertainment, added Chang.

"Whether you like it or not, entertainment is the trend of the time," he said.

With the expansion of social media users in China reaching 300 million by the end of 2011 according to McKinsey & Co, brands and companies are paying more attention to it.

"Five years ago, nobody would talk about the Internet at P&G. Now we are already the No 1 among all consumer goods companies in terms of investment in new media such as social media or digital media. The number increases significantly every year," said Zhou from P&G.

Social media or digital media is also entertainment-oriented nowadays because it is the easiest to create, according to Digonnet of Razorfish. But moving forward, he thinks that it should not only be entertainment- but also service-oriented.

"A brand that provides services to consumers will endear them to customers, helping them find something or giving them an application that will help them to do something else. Traditional advertising is being trimmed more and more and new ways of engaging with potential customers are going to emerge," he said.

sContact the writer at hijing@chinadaily.com.cn