What approach is taken by a direct response system in marketing insurance?

The direct response system in marketing insurance primarily involves reaching potential customers through mass media, which is the correct understanding of the chosen answer. This approach utilizes various advertising channels such as television, radio, print, and online ads to communicate directly with a large audience. The key characteristic of this method is its focus on engaging customers immediately, prompting them to respond to the advertisement by asking for a quote, visiting a website, or calling for more information.

By leveraging mass media, insurers can efficiently generate leads and create awareness about their offerings to potentially interested groups who might not yet have considered purchasing insurance. This method contrasts sharply with personalized sales tactics, such as face-to-face meetings or direct interactions, which are not the focus of a direct response system.

In this context, the other options highlight different marketing strategies that do not align with the primary function of a direct response system. For instance, face-to-face meetings often signify a personal selling approach rather than a broad mass marketing strategy. Additionally, the notion of conducting sales solely online without sufficient advertising overlooks the essential role of mass media in generating initial consumer interest. Lastly, utilizing direct mailers exclusively to existing clients does not reflect the proactive outreach aspect inherent in the direct response system, which aims to expand the customer