The dictionary defines congruity as meaning: agreement, harmony, or fitness.That definition can likewise be utilised to define the ideal firm, just one where all parts of the firm are in agreement, harmony, or fitness. For the reason this perfect business, all issues with the business meet together. Each and every component (department / role / task / etc.. ) really should match one other, and with each other all of them function to build the full total. That means promotion makes the guarantees, and generation / fulfillment keeps the claims, and the government oversees it all. As an example, if the advertising department has been designing a promotion, all of components – the material, the paper, emblem, the typeface, the design, feeltexture – should be congruent to make the most of the efficacy of the message. To illustrate my point, an individual would choose unique fonts to market a carnival vs a mortuary.