reducing interior noise - what to install beneath carpet? CLD type mat? jute mat?

I've used a product called Bonded Logic. It comes on a roll and is made up of shredded denim with a foil backing. I did the entire inside of the car...roof, floors, cargo area, etc. It was fairly cheap and is a good sound deadener/ insulator. I purchased it from JC Whitney some years back. I don't know if they still carry it or not. Home Depot was another source if I recall..
At the time, it was recommended to me by a fellow member and was not disappointed.
 

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