The dictionary defines congruity as meaning: contract, stability, or fitness.That definition may also be used to specify the ideal firm, one where all of sections of the firm come in agreement, harmony, or physical fitness . In this ideal industry, all facets of this business fit together. Just about every component (section / function / activity / etc.. ) must match one other, and jointly all of them perform to build the total. This means promotion makes the guarantees, and generation / fulfillment keeps the promises, and also the government manages it all. By way of example, in the event the advertising section was developing a promotion, all things – that the material, the paper, logo, the typeface, the design, feeltexture – ought to be siphoned to make the most of the effectiveness of the content. To exemplify my point, an individual could choose different fonts to publicize a pirate vs a mortuary.