While the intent of including an excerpt from another book may be to advertise that book, I think it's not quite accurate to call it advertising. Ten pages of praise and blurbs promoting a book, for example, would be advertising; that is not the same thing as ten pages of text from that book. An excerpt is a bonus.
Definition of
bonus from Merriam-Webster's 11th:
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something in addition to what is expected or strictly due: as a : money or an equivalent given in addition to an employee's usual compensation b : a premium (as of stock) given by a corporation to a purchaser of its securities, to a promoter, or to an employee c : a government payment to war veterans d : a sum in excess of salary given an athlete for signing with a team
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