Nintendo always advertises their hardware but with software it's like, "hey, we're Nintendo, we don't need to advertise it." It's one of things about them which I don't really understand.

I think of it like a mother bird pushing her young out the nest. If a new IP can't fly on its own, they'll just stand on the edge and watch it crash. It's really mean. It's like it's up to the fans to spread the Word. Yes, I'm saying it, Nintendo is like Christianity.

What if they did advertise like Microsoft or even Sony? What if they really tried to push a new IP, tried to engage gamers who might be interested in Nintendo games but don't know it yet? I my opinion, they should push and advertise Bayonetta 2 like crazy, like it was bloody Halo or The Last of Us. People might not rush out to buy it but it would still bounce around in their heads.

There are plenty of people in here who actually expect hardware sales to rise simply due to Nintendo hosting one of their Directs. This discussion has been had many times yet they never learn.
The only thing a Direct is good for is making promises about the future, much like E3, Gamescom, TGS and a slew of other, similar events.
These do not help sales either, it's simply a showcase.

They still do proper ads, so what are you talking about? There is nothing wrong with a nintendo directs as game sites cover them and all the news gets spread. So like I said what are you talking about?

There's nothing wrong with the Directs themselves, the problem is they rely too much on them for publicity. Their "proper" ads aren't extensive enough or good enough.

The assumption you're making in the OP simply isn't true. The fact is, these Directs are widely distributed all over social media as things are announced during the stream, and they begin trending on Twitter and pop up all over Facebook and Twitter on all the various media pages from journalists or fan sites.

I know people that pay attention to news from the video game industry, who are not Nintendo fans, and I get texts after Directs throughout the day. Friends of mine who like Sony or Microsoft, haven't owned a Nintendo console since GameCube or N64, and they text me and chide me about news or ask me for clarification on something that was announced.

The word does get out. All the Directs are immediately uploaded to YouTube after the initial broadcast, and news from them is reported just as any other press conference is, by all the major game media outlets.

Good point, but there's a massive chunk of the gaming population that doesn't bother to follow online gaming news, especially the family audience.

True.  For all of those people who only notice things when they're at the store looking at box covers, Nintendo does all of the traditional advertising as they always have.  If you go to any Walmart or Best Buy, 3DS in particular has a large presence.  Best Buy's have permanent 3DS and Wii U displays all year long.   I see TV advertisements for 3DS games on TV fairly regularly.  Especially last summer with NSMB2 and last November with Sticker Star.

Please elaborate.....

The stuff from the last couple days has been Nintendo's best work since Wii U launch. Iwata should just hand over all western promotion to Reggie. Let him lie and trash talk and get the media to pay attention to him.

Their 3DS advertising is fine, it's the Wii U stuff that's really insufficient. Shoulda clarified that in the OP.