Crossword Genius

Advertisement up and down quickly (4)

Ross

I believe the answer is:

gulp

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'down quickly' is the definition.
The definition and answer can be both acts as well as being singular nouns.
Perhaps they are linked in a way I don't understand?

'advertisement up' is the wordplay.
'advertisement' becomes 'plug' (a plug is an advert for something).
'up' shows that the letters should be reversed in order (in down clue: letters go upwards).
'plug' backwards is 'GULP'.

'and' is the link.

Can you help me to learn more?

(Other definitions for gulp that I've seen before include "Swallow quickly" , "Swallow nervously" , "Audible swallow" , "Swallow hurriedly" , "Swallow noisily" .)

I've seen this clue in The Sun.
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