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Answer:

hype

Answer	Crossword Clue
HYPE	Pump up
HYPE	Build up
HYPE	It may lead up to a letdown

HYPE	Bumped-up publicity
HYPE	Promote excessively
HYPE	Boost
HYPE	Big buildup
HYPE	Promotional hoopla
HYPE	Overly promote
HYPE	Something not to be believed?
HYPE	Talk up

HYPE	Press for a hit?
HYPE	Extravagant publicity
HYPE	Ballyhoo
HYPE	Oversell
HYPE	Some hot air
HYPE	Lots of talk
HYPE	Publicist's job
HYPE	It's hard to live up to

HYPE	Promote big-time
HYPE	Hoopla
HYPE	Promotional overkill
HYPE	Overpublicize
HYPE	Overpromotion
HYPE	Public relations overkill
HYPE	Publicity
HYPE	Preposterous publicity

Crossword

a puzzle consisting of a grid of squares and blanks into which words crossing vertically and horizontally are written according to clues.