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Casting a critical 'I' over Caffrey's Irish Ale: soft words, strongly spoken

Article Abstract:

Four researchers wrote subjective introspective essays on their response to a television and cinema advertisement for Caffrey's Irish Ale. They then compared and contrasted their essays in an attempt to demonstrate that advertisements do not illicit a fixed response, and that the subjective personal introspective research approach has value as a research method due to the unique insights it offers. The writers responded according to factors including their gender, their personal interpretation of the imagery in the advertisement, and their appreciation of the advertisement's aesthetic qualities.

Breweries, Malt beverages, Beer & Ale, Market Research, Methods, Influence, Advertising, Marketing research, Beer, Subjectivity

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The eunuch's tale: reviewing reviewed

Article Abstract:

The art of reviewing was established in the 17th century and since then has been the subject of much discussion. It has been said that reviewers are frustrated authors, but many authors are also critics. In the world of marketing academics, the situation is similar and those who publish papers often review those of their peers. The nature of the review process in academic marketing research is examined and the problems associated with peer reviews are highlighted.

Analysis, Study and teaching, Peer review

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Knick-knack Paddy-whack, give a pub a theme

Article Abstract:

Issues concerning the increase in themed pubs, particularly Irish bars, are discussed. Consideration is given to their rapid rise and the issue of excess as a subject for the marketing profession is presented.

Bars, saloons, etc., Bars (Drinking establishments)

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