The dictionary defines congruity as significance: agreement, harmony, or fitness.That definition may also be employed to define the perfect firm, just one where all of portions of the business come in agreement, harmony, and / or exercise center. In this ideal firm, all issues with the business fit together. Each aspect (department / role / activity / etc.) need to complement one other, and with each other they all function to construct the full total. This means marketing creates the promises, creation / fulfillment keeps the claims, and also the administration manages all of it. For example, in the event the advertising department was designing a promotion, all things – the material, the paper, emblem, the typeface, the look, texture , and texture – should be congruent to maximize the power of the message. To exemplify my purpose, an individual could choose distinctive fonts to market a circus as opposed to a mortuary.