Subway posters, blanket tv ads, gigantic billboards, tie in anime, other cross media attempts at gaining attenting, buying a 38+ score in Famitsu=major marketing.
Except for cross media stuff, which of these would you expect 2 months before the game is released? And I can see BD score 38 without SE paying Famitsu, the demos were really good.
Also most games get their animes after they're released, e.g. I11 and P4. When one is released before the game, it isn't guaranteed to do much good, see WD/SoD.
The major marketing might still start (emphasis on might).