According to Rokeach, ______________ values can be viewed as concern for end states of existence or desirable goals

As an opponent in value argumentation, you have the strategic option of

challenging the advocate's criteria. In using this strategy, which of the following could you NOT do? (a) Challenge the advocate's definition of the value object as either including elements she failed to consider, or excluding elements that she erroneously included. (b) Challenge the appropriateness of the advocate's criteria as "good" measures of effect, significance, and inherency. (c) Challenge the appropriateness of the advocate's criteria on the basis that they are too unusual or that they are more appropriate for measuring some other value object. (d) Provide better, more appropriate, criteria for measuring the value object.

Name and explain two important concepts that Public Relations can adapt from the advertising and marketing fields to make PR communication more effective?

What will be an ideal response?