Answer: buildup

AnswerCrossword Clue
BUILDUPFavorable publicity: Slang.
BUILDUPForm by degrees.
BUILDUPDeposit
BUILDUPHoopla
BUILDUPAccumulation
buildupan acclumulation
buildupA gradual accumulation or increase, typically of something negative and typically leading to a problem or crisis
buildupA favorable description in advance; publicity
buildupA period of excitement and preparation in advance of a significant event