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The dictionary defines congruity as meaning: contract, harmony, or fitness.That definition can also be employed to define the ideal firm, one where all of pieces of the business have been accountable for stability, or physical fitness . In that ideal firm, all facets of this business fit with each other. Each and every aspect (section / role / task / etc.. ) need to match the other, and collectively they all operate to build the full total. This means promotion makes the promises, creation / satisfaction keeps those claims, and the government oversees it all. As an example, if the advertising section has been designing a pro motion, all elements – that the material, the newspaper, emblem, the typeface, the design, feel, and texture – should be congruent to maximize the power of the message. To exemplify my purpose, an individual would choose unique fonts to publicize a pirate vs a mortuary.