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Auto Industry

August 10, 1994|John O'Dell, Times staff writer

Sounding Out Car Buyers: Tom Keenan, owner and operations director of Creative Media Recording in Cypress, has had a spate of auto industry jobs this summer.

Creative, which does sound recording and audio cassette production for a variety of business clients, usually works with sales training material. The company recently completed the soundtrack for a Nissan dealer sales incentive program--a job that involved casting Hawaiian actors and then recording them by telephone from a studio in Oahu. (The budget didn't stretch to flying Keenan and his crew to Hawaii.)

Keenan said he has also produced a series of audio cassettes for Mazda dealers. The tapes compare the new Protege to the competition's models with an emphasis on where cars such as the Chrysler Neon, Toyota Corolla, Honda Civic and Nissan Sentra don't stack up.

Creative not only tapes the dialogue for the presentation, it also records music and sound effects, then puts the whole package together.

About 10% of the company's business comes from the auto industry, Keenan said.

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