I'm interested in understanding the most cost effective way to market
a wedding videography business.  Currently, the business is a home
based business that services the Dallas-Fort Worth metroplex.

My specific question is this:

Is print ads (not newspapers, specific wedding services directory
books) more cost effective that trade shows?  In my research,
that seems to be the most common customer acquisition methods.  But,
is print really worth the money?  Or do trade shows result in a high
booking rate?  I'm looking to know if print ads result in 1 booking
per 1000 views?  1 per 10,0000?  And I compare that to trade shows
where the result may be 1 booking per 100 visitors?

Excellent work, Excellent Work, Excellent Work!!! And word of mouth is
probably the most effective marketing tool. The other effective
marketing tool is to develop a strong relationship with your areas's
top wedding event producer(s). So when he/she is hired, you are
automatically hired because you are part of a team that provides the
bride and groom a total package. After a period of time being part of
a highly successful team, you can probably go out on your own. But I
think it only makes sense to have this type of partnership all the
time. I would look at Colin Cowie's online site and buy his wedding
books. Also check and see if he has an videos of his weddings. Look at
the pictures of weddings and how those photos are are styled. In this
case, stealing style is acceptable until you develop one of your own.
Videographers need a script for shooting a wedding and working with a
event producer helps you build the script based on how they are
creating their event.  You should give couples a complete video
storybook of their wedding.  Much like the event producer the video
production should include some events leading up to the wedding. 
People who have the money don't mind paying for really excellent work.
Videotaping a wedding takes more than excellent technical skills, it
takes some fashion, design and esthetic skills -that's why working
with an event producer will help your people build those skills. Even
with a "shoot sheet" - the list of family members who must be included
in this video, critical or romantic moments you include -some choices
are pure instinct, but others are chosen based on experience.

With the legion of horror stories about bad wedding photos and videos
few people (with money) will take a chance on picking someone out of
the phone book or a newspaper ad-they want to be assured that they are
going to get a fabulous end product.

I suggest the other type of client you might look for are corporate
clients, who need videographers for annual events, retreats, news
conferences, etc. You would be amazed how much wedding work you can
get from the corporate staff- In order to build your business- You may
have to be willing to work with an event producer for no fee( for the
first several times) except permission to use portions of the video in
your videography portfolio and to learn, learn, learn what is
important to include in a really excellent wedding video.

Now if what I have offered here is old news, sorry and best of luck

Thanks for the advise.  It is certainly something we do.  I couldn't
agree more on the value of partnerships.

I was particularly interested in the paid advertising market like
trade shows versus print.

But thanks for all the comments!  It is all true.