The dictionary defines congruity as meaning: arrangement, harmony, or fitness.That definition may likewise be used to define the ideal firm, just one where all parts of the business are accountable for harmony, and / or fitnesscenter. For the reason that perfect business, all facets of this firm fit with each other. Every portion (section / function / activity / etc.) need to complement the other, and collectively they all operate to build the sum total. That means marketing creates the guarantees, and production / fulfillment keeps those promises, and the administration oversees it all. For example, if the advertising section has been developing a pro motion, all of elements – that the message, the newspaper, brand, the typeface, the design, texture , and texture – should be congruent to maximize the potency of the message. To exemplify my purpose, one would choose distinctive fonts to publicize a pirate versus a mortuary.