The dictionary defines congruity as meaning: arrangement, stability, or fitness.That definition may also be utilised to specify the ideal firm, just one where all parts of the business come accountable for stability, or fitness. In this best firm, all facets of the business meet together. Each part (department / function / activity / etc.. ) ought to match the other, and jointly all of them function to construct the total. This means promotion creates the promises, generation / fulfillment keeps those guarantees, and the administration oversees it all. For example, if the advertising section was planning a promotion, all factors – the message, the newspaper, emblem, the typeface, the design, texture texture – should be congruent to make the most of the effectiveness of the content. To illustrate my purpose, one could choose distinctive fonts to publicize a circus versus a mortuary.