"Advertising - The act or practice of calling public attention to one's product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc."
If they would have released this study and "claimed" they have some sort of great new exercise supplement there is no way that it would be plastered all over the homepages of every major news organization in the US. By dubbing it "exercise in a pill" they have gotten free "advertising" for their research. Make no mistake - they clearly knew what they were doing when they called it what they did. I'd bet they don't have any problems finding funding for the next 7-15 years that it takes to bring a drug from animal trials thru successful human trials and proper FDA approval...if it makes it that far.