Maya has a tool, which will convert text that you simply type in into 3d object. Thats Create-> text (for older mayas(7,6))
To asign new shader you can simply open rendering shelf where you will find a list of basic shaders. Select you object and click on a shader..thats it.
If you want to assign already made shader, you can open hypershade, select your object, and then right click on your shader and 'assign shader to selection', or you can right click on an object and you wil find materials tab near the botom.