A preliminary quantitative approach to the measurement of advertising effects for architectural outdoor lighting

Abstract

For the night image of a city, architectural outdoor lighting is an important feature of the urban landscape. Cities of developed countries already have their own distinct night images. Regarding this, the government encourages building owners to install architectural outdoor lighting on buildings in various ways. However, owners of private buildings in Korea today have not been very interested in architectural outdoor lighting beyond of the measures taken toward public buildings in our country. From this point of view, this article identifies the economic effects of architectural outdoor lighting and suggests quantitative measurement methods for analyzing the advertising effects of such lighting. We suggest and analyze measurement methods (Recall Test and CPM) as the first steps toward a proper quantitative approach to the measurement of the economic and advertising effects for architectural outdoor lighting.