The dictionary defines congruity as meaning: contract, stability, or fitness.That definition may also be used to define the perfect business, just one where all parts of the business are accountable for harmony, or physical fitness . For the reason that perfect business, all issues with the business fit together. Every component (section / function / activity / etc.. ) need to complement one other, and together they all function to construct the full total. That means promotion makes the guarantees, and generation / fulfillment keeps those claims, and the government manages all of it. For example, in the event the advertising department was creating a pro motion, all of aspects – the material, the newspaper, emblem, the typeface, the appearance, feel, and texture – should be congruent to maximize the potency of the message. To illustrate my purpose, an individual would choose distinctive fonts to publicize a carnival as opposed to a mortuary.