There are many installer tools to achieve your goal. To do it for free, the first things came to me were NSIS and WiX. (There are some more, but these two are the most popular free ones.) But unfortunately, both of them require some knowledge about programming. Here are their characteristics.
- There is a wizard-style tool to quickly build your installer. http://hmne.sourceforge.net/
- Mostly for making EXE style installers.
- It has its own script language for configuration.
- There is also a wizard-style tool which is available for Visual Studio. (But you can use full functionalities to build an installer even without Visual Studio anyway.)
- Mostly for making MSI (Windows Installer) style installers and merge modules.
- XML syntax is used for configuration.
If you don't like to be involved in programming for now, there are a few more options you can take - "Self extracting archive". Most of common archiving tools such as 7zip, RAR, WinZip have this feature to achieve your goal. Read this question which covers it. Is it possible to execute a file after extraction from a 7-Zip self-extracting archive (SFX) archive?
But this approach has a couple of downsides as well; it's difficult to provide an "uninstaller" as SFX archives are not installers. And (AFAIK) you can't add a custom picture during installation.
I believe that InstallShield is the best for you as it has "wizards" to avoid programming, but it's not free. For free alternatives, see this as well: https://stackoverflow.com/questions/137657/free-install-wizard-software