Perhaps it is merely a jumper setting? If this is a single drive, it must be set to CS for cable select, or (my preference) jumpered to be Master. The jumper settings are posted on a diagram on the disc. The jumper may be different if there is only one drive, from when there are two drives.
New drives, particularly OEM drives that arrived without a box, but merely enclosed in plastic, require setup software you can download from the drive manufacturers site. This is a very common problem with new drives. They require a "low level" format from the install software. If your drive arrived with that setup disc, that disc should have correct the issue. Otherwise, try the download.
Also, new drives are sometimes damaged by impact in shipment, and there is no way to know whether there is damage except through the frustration you are feeling.
Alternately, I would test the drive in another computer if you have one available.
Good luck. Please let us know what happened.