6. Display ads may be general, concerning the program as a whole, or specific, featuring only one type of activity, such as business courses. The general ads can appear on any page in the paper, but the specific ad is more effective if it appears on the page concerned with the subject of the ad. For instance, an ad on business courses should appear on the finance page, an ad on interior decoration on the home furnishings page.
7. Advertisements in community newspapers, trade journals, house organs, church papers, club news sheets, labor-union publications, concert programs, etc., are especially effective when they can appeal to a specialized interest of the readers of the particular paper.
8. Professional advice should be obtained on the layout, typography, size, frequency, and other aspects of advertising. Such service can be obtained from public-relations agencies or the newspaper advertising departments