Which term describes the communication process between a sender and a receiver?

The term that describes the communication process between a sender and a receiver is "Communication." This process involves the transmission of messages, ideas, or information where a sender encodes a message, which is then transmitted through a chosen medium to a receiver who decodes it. Effective communication is crucial in marketing, as it allows businesses to convey their messages to their target audience clearly and effectively.

In the context of marketing, while branding and advertising play roles in how messages are framed and delivered, they are not synonymous with the direct communication process itself. Branding focuses on creating an identity and perception of a product or service, while advertising is a specific method of promoting a brand or product through paid media. Therefore, "Communication" best encompasses the broad and fundamental aspect of the exchange of information between parties.