THE THEORETICAL ORIENTATION OF THIS PAPER IS TOWARD STIMULUS RESPONSE (S-R) LEARNING THEORY, WITH EMPHASIS ON THE POLLARD-MILLER PARADIGM OF (1) DRIVE, (2) CUE, (3) RESPONSE, AND (4) REWARD. IN THE CONSTRUCTION AND UTILIZATION OF MEDIA AND TEACHING MATERIALS, THESE FOUR CONDITIONS REQUIRE THE EMPLOYMENT OF A NUMBER OF INSTRUCTIONAL VARIABLES. THIS PAPER DEALT WITH MOTIVATORS, REINFORCERS, CUE IDENTIFIERS, AND SIMPLIFIERS. OTHERS WILL BE CONSIDERED IN SUBSEQUENT WORKING PAPERS. THE AUTHOR HAS SUMMARIZED THE RESULTS OF EXPERIMENTS CONCERNING THE SELECTED VARIABLES, AND HAS POINTED OUT PROBLEMS FOR FUTURE RESEARCH. THERE WERE SEVERAL BROAD AREAS RECOMMENDED FOR COMPREHENSIVE PROGRAMS OF RESEARCH, WHICH WOULD POSSIBLY EXTEND OVER SEVERAL YEARS. IN ADDITION, A NUMBER OF SMALLER AND MORE EASILY SOLVABLE PROBLEMS WERE SUGGESTED, SOME OF WHICH MIGHT BE SUITABLE FOR A MASTER'S THESIS OR FOR A PH.D. DISSERTATION. (JC)