A Preliminary Quantitative Approach to the Measurement of Advertising Effects for Architectural Outdoor Lighting

Byoung-Chul Park; An-Seop Choi; Hoon Lee

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A Preliminary Quantitative Approach to the Measurement of Advertising Effects for Architectural Outdoor Lighting

机译：一种用于建筑室外照明广告效果测量的定量方法

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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.

机译：对于城市的夜景图像，建筑室外照明是城市景观的重要特征。发达国家的城市已经有了自己独特的夜景图像。对此，政府鼓励建筑物所有者以各种方式在建筑物上安装建筑物的室外照明。但是，当今韩国的私人建筑物的所有者除了对我国的公共建筑物采取的措施以外，对建筑室外照明并不十分感兴趣。从这一角度出发，本文确定了建筑室外照明的经济效果，并提出了用于分析此类照明广告效果的定量测量方法。我们建议并分析测量方法（召回测试和CPM），这是朝着采用正确的定量方法来测量建筑室外照明的经济和广告效果的第一步。

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来源
《Leukos》 |2008年第4期|187-203|共17页
作者
Byoung-Chul Park; An-Seop Choi; Hoon Lee;
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作者单位

Department of Architectural Engineering Sejong University, Kunja- Dong, Kwangjin-Gu, Seoul, Korea 143-747;

Department of Architectural Engineering Sejong University, Kunja- Dong, Kwangjin-Gu, Seoul, Korea 143-747;

Department of Tourism, Hanyang University, 17 Hangdang-Dong, Seongdong-Gu, Seoul, Korea 133-791;

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正文语种 eng
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关键词
architectural outdoor lighting; advertising effects; CPM;

机译：建筑室外照明;广告效果;每千次展示费用;

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A Preliminary Quantitative Approach to the Measurement of Advertising Effects for Architectural Outdoor Lighting

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