Setting the Installation Location for Desktop App (VS2008)

Question

I've been away from desktop app creation for some time.  I'm having trouble figuring out how to set the target installation directory for an application.  The Publish Wizard looks to be lacking essential options...
When I run the install produced by the Publish Wizard the install targets the C:\Documents and Settings\<user>\Local Settings\Apps\2.0\ _?_\ _?_\ _?_\ directory, where the question marks represent some strange alphanumeric encoding.  I'd like the application to target the \Program Files\ directory.
Any help would be appreciated.  My goal is to stay with MSVS2008 for the install, so solutions like WISE are off the table per the customer.