Xia Wenrong is the chief editor and lecturer on the course Advertising Media Planning in advertising in the OUC (CCRTVU) junior college programme. She serves as an associate professor of the School of Journalism and Communication, Nanjing University, and director of the Mass Communication Research Institute, Nanjing University. She has been dean of the Department of Advertising, School of Journalism and Communication, Nanjing University. She has been engaged in media research and advertising communication theory research for many years, and has written scores of papers, including ‘On the construction of the Advertising Communication Theory in China’.