Before you even think about pulling out your checkbook, says Calkins, ask yourself a couple of key questions.

FORBES: Magazine Article

"And Arizona's regulations, if anything, are less prohibitive than most states, " says Ian Calkins, a spokesman for Arizona Clean Fuels.

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"Let's be honest, it's not hard to build a PC, " says Timothy Calkins, marketing professor at Northwestern's Kellogg School of Management.

FORBES: Bang For Your Marketing Buck

"Things are looking good for CareerBuilder heading into the Super Bowl, " writes Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management.

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Calkins, EVP, global digital and commercial innovation, Sony Pictures Home Entertainment.

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Dr Calkins and her colleagues looked for reports of transients that had occurred in places and at times that Clementine happened to have photographed both before and after the supposed event.

ECONOMIST: A transient success

Davalos runs the competition with roboticist David Calkins.

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"A lot of advertisers are running long commercials to tell these stories that engage people often in a very emotional way, " said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern.

NPR: Oh The Drama! Super Ads Go Epic

Calkins won't offer a rule of thumb.

FORBES: Magazine Article

"It's a bit of a gamble to walk away from such an iconic event that has been such a big and critical part of their marketing program, " says Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management in Evanston, Ill.

WSJ: Pepsi's Drinks Will Sit Out the Super Bowl