Aggressive advertising/marketing campaigns are typically done a 1-3 months before a release little by little we have gotten Amiibo info, tidbits on weapons, minor game mechanic info, etc. I am sure after the Splatoon Direct they will start a media blitz since it's go time. I mean, Splatoon was brought to my attention at E3 2014 and to me, this doesn't really seem like Nintendo has advertised pushed it enough. I didn't see any Project Steam commercials or adverts after Pax East, till the week the game was launched.
Kind of concerning to me because I want this game to succeed, none of my friends really care to play it but they don't like shooters. Other friends think this game looks too kiddie. Kills me because they're clueless as to how fun it really is. To illustrate my point, I haven't loved a Nintendo IP this much since I was introduced to Metroid in the 80's.
I'd also be lying if I said I was not concerned about the net code for this game. Mario Kart 8 launch was awful online. Smash is peer to peer and is still a lag fest in most cases. I have 320 down and 22 up I'm paying $70 a month to not be able to play games fluidly, well Mario Kart is fine now but I can race maybe 3 races before I get over it again ha.
I'm playing regardless. I'll be playing as long as there is still a population playing online.