The Toronto-based Canadian Chinese Advertising Marketing & Media Association hopes to demystify the Chinese-Canadian market with initiatives planned for 1995.

Next year, the association aims to launch a communications program, which includes direct mail, institute an annual advertising award program, and stage a series of seminars to keep mainstream advertisers informed about the marketplace.

The association was established in 1988, and has 100 members.

A Canadian Advertising Foundation study estimates by 2001 Chinese-Canadians will number 1.29 million, making them members of the largest ethnic group in the country.