Which distribution system requires the potential client to proactively respond to advertisements?

The direct response system requires the potential client to actively engage with advertisements in order to initiate the purchasing process or to acquire more information. This system is characterized by its use of direct marketing strategies, such as direct mail, television commercials, or online ads, that encourage consumers to respond directly to the advertisement, often by calling a toll-free number or visiting a website. The client's proactive response is essential because they need to express interest or take action based on the advertisement in order to receive a product or service.

In contrast, other distribution systems like agency or brokerage systems typically involve an intermediary who facilitates the sale. Traditional marketing systems also focus more on brand awareness and reaching clients through passive means rather than requiring them to respond directly to an advertisement. Thus, the direct response system uniquely relies on the proactive involvement of potential clients in response to marketing efforts.