Any person or persons desiring to construct and use, or to alter, enlarge, reconstruct and use, any building or structure for any purpose for which permission of the Board of Appeals is required, shall make application in writing therefor to said Board, which shall within a reasonable time hold a public hearing thereon, 14 days public notice of which shall be given at the expense of the applicant, together with such other notice to adjoining owners and others, as the said Board of Appeals shall order, or by regulation prescribed, including posting a copy of the notice in a conspicuous location upon the property to which said application relates.