Puffery (4)

I believe the answer is:

hype

'puffery' is the definition.
(I've seen this before)

This is all the clue.

(Other definitions for hype that I've seen before include "Advert" , "A promoter" , "Intensive promotion or excitement" , "Publicity stunt" , "Agitate" .)

I've seen this clue in The Wall Street Journal and the USA Today.

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