I also could not find the current (August 2013) information about this, especially for distributing the application to iPhone users from a PC, not from Mac computers. Sorting Google results, I found a lot of redundant and confusing information about iTunes Connect and Validation.
Here is what worked for me:
You don’t need to create an application record in iTunes Connect - it’s easy when you want to put it in the store. If this is what you want, take a look at this: developer.apple.com/library/ios/documentation/ToolsLanguages/Conceptual/YourFirstAppStoreSubmission/CreateYourAppRecordiniTunesConnect/CreateYourAppRecordiniTunesConnect.html
You do not need to check your application. It is easy when you want to put it in the store. If this is what you want, take a look at this: developer.apple.com/library/ios/recipes/xcode_help-archives_organizer/articles/validating_apps.html
You need an Ad-Hoc pre-training profile. To get it, follow the instructions under the heading “Create custom provisioning profiles”: https://developer.apple.com/library/ios/documentation/IDEs/Conceptual/AppDistributionGuide/TestingYouriOSApp/TestingYouriOSApp.html . Make sure you double-click the "name.mobileprovision" file after downloading it to add it to Xcode.
Don't waste time looking at the Xcode Project / Build settings for Ad Sign for Ad-Hoc Code Signing. It does not appear in my copy of Xcode, and I do not need it.
Although AdSense for code signing does not appear in Project / Build settings, you can see it in the Organizer / Devices / Library / Provisioning Profiles profiles. He will have the name that you gave him in step 3.
You are now ready to create a version of your Ad-Hoc distribution application:
In Xcode, make sure that you are in the project window with the selected project, and in accordance with the accepted answer above, the iOS device is selected as the build target in the box in the upper left next to Run / Stop.
7a. In the Xcode menu bar, select "Product / Create for ... / Archiving" (if the "Create for ..." options are grayed out, you can be in some window other than the project window, for example, in the "Organizer" window )
7b. From the Xcode menu bar, select "Product / Archive"
7s Open the Organizer window (Shift-Cmd-2), select the Archives icon in the upper middle.
7d. Highlight the version you want to distribute and click on the "Distribute" button on the right.
7e. Select "Save for business or Ad-Hoc."
7f. The "Select an identifier to sign with" dialog box appears. In the drop-down list, select the iOS distribution that you created in step 3. For me, the line with the name I created in step 3 was grayed out, but one of them worked directly under it.
7g. A dialog box appears allowing you to name and save the Ad-Hoc application as an .ipa file.
8 On your Windows PC:
8a. Copy the YourApp.ipa file and the name.mobileprovision file somewhere on your desktop.
8b. In iTunes, find the main menu (maybe a little icon in the upper left corner of the taskbar) and select "Add File to Library ... Ctrl + O"
8s Add both files to the library.
8g Connect iPhone to Windows PC
8th. Go to the iPhone iTunes section, and then to the Applications tab. In any case, you will see YourApp, and you can click Install.