Marketing is the message.

Advertising is how that's communicated.

Using a billboard or a TV advert is not marketing.

Of course, marketing needs to be advertized. Else you'd just be sitting around a confernce table all day. Sooner of later the (marketing) message will need to be...advertised.

And yes, the medium can be the message. But a magazine advertisement is not a brand style guide. Tradeshow swag is not a tag line.

It not a question of placement - inside or out - it's simple proven definitions.