@inproceedings{DiGRA-2011-HerrewijnP,
	author        = "Laura Herrewijn and Karolien Poels",
	booktitle     = "{Proceedings of the Sixth DiGRA International Conference: Think, Design, Play}",
	ee            = "http://www.digra.org/digital-library/publications/putting-brands-into-play-how-player-experiences-influence-the-effectiveness-of-in-game-advertising/",
	publisher     = "{Digital Games Research Association}",
	title         = "{Putting Brands into Play: How Player Experiences Influence the Effectiveness of In-Game Advertising}",
	year          = 2011,
}