As Thomas K points out, you need to install the ADB driver for the device from the SDK manager. Also confirm that USB debugging is enabled on the device, as Michael noted.
The main ADB driver that comes with the SDK is generic and can work with any Android device. Just add the appropriate lines to the android_winusb.inf file in the extras/google/usb_driver section so that Windows recognizes device hardware identifiers during driver installation. Add lines under the x86 partition for the 32-bit Windows partition or amd64 for 64-bit Windows.
For Nexus 7, you will need the following configuration:
;Nexus7 %SingleAdbInterface% = USB_Install, USB\VID_18D1&PID_4E42 %CompositeAdbInterface% = USB_Install, USB\VID_18D1&PID_4E42&MI_01
Significant sections: VID_XXXX and PID_YYYY on both lines. If you have another Android device that you want to add, start by duplicating the lines above in the correct section of the file. You will need to replace the hardware identifiers with the correct identifiers for your device.
Open the device manager, find the Android device without the ADB driver installed, right-click it and select "Properties". On the Details tab, select Hardware Identifiers from the drop-down list. You will see a line that looks something like USB\VID_18D1&PID_4E42&MI_01 . Copy the VID_XXXX section and the PID_YYYY section into the two lines added to the .inf file above. Save the file, then update the driver for the device and use the driver from the directory in which you just saved the .inf.
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