The 3DS format, just like the OBJ format, doesn't support actually containing material texture images which need to be shipped along separate with the 3DS file. So first of all be sure that you've actually got a folder of images for the 3DS file next to the 3DS file. Unfortunately there are many ways this scheme can break - such as if the material folder is missing, has the wrong name, or any of the texture files in it have the wrong name. When that happens, there isn't much you can do.