I never said otherwise. What I did was distinguish it's definition. That is, just because you are spending momey on advertising does not mean your are properly marketing. That is, one P does not a Four P's "cycle" make. Full stop.

Futhermore, of course marketers will say they control everything (i.e., including advertising). Now let's go ask an advertising agency if they agree. Let's go ask a promotions agency if they agree.

I'm speaking about the process and activities; devoid of typical biz structures and models that manifest those. It's a fool's errand to discuss the latter without first understanding the the basics, the foundation. The fact this thread is off target proves that point precisely.