Promotional material mentioned genuine East End butcher’s? (10)

I believe the answer is:

propaganda

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'promotional material' is the definition.
The answer and definition can be both related to communication as well as being singular nouns.
Maybe they are linked in a way I don't understand?

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(Other definitions for propaganda that I've seen before include "Hype" , "PR" , "Goebbels' responsibility" , "Politically biased information" , "publicity material" .)

I've seen this clue in The Times.

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