All personal preference - some like quiet/peaceful and others want to be where things are "happinen" lol some in between. For me it was perfect but not for everyone I am sure. I have enjoyed every place I have ever stayed in negril.....all for different reasons.
On your last question. Unless I get a deal on a hotel/air package that is out of this world - I always call personally or email to discuss room rates. I research their listed rates - think of what my budget will allow and see if they can work something out with me. Its usually 50/50 on this - some will / some won't negotiate. Its business, I get it but a gyal has to at least try right?