I was right in the same boat you are in just yesterday. And I will help you out by giving you the most informative response possible lol.
First off, as far as brands go... especially as a beginner like myself (I'm currently awaiting delivery of my e-cig which i just ordered yesterday) I would go with apollo. Now, I am not a vet, I am just a very informed noob. Heres why.
Apollo have a history of being somewhat innovative, and they always try and remain at the bleeding edge of e-cigs, and their customer service is just phenomenal. Oh, and they make pretty cool looking stuff and have something for everyone.
Now onto the options. there are basically 4 or five categories;
standard kit, extreme kit(slightly better battery life but lacks all the added extras of the standard)...now these two units maintain the cig form factor that you are already used to. They look like normal cigs albeit in different colors and are cartomizer based models. Meaning they have a wool/mesh thingy in the mouthpiece that if going refillable, you will need to fill up. they are also about 4.2+" long fully assembled. My problem with them though is that anything using cartomizers generally require you to replace said carts after every 6-10 refills. Now these carts aren't all that expensive, about $8 for a pack of five. And a full cart is about the equivalent of a pack of 15-20 sticks of normal cigs. So you can factor in the math and see if it works for you. They are either manual or automatic. Standard cost $69 and extreme a lil less.
Then we have the elips, a somewhat radical take on the e-cig m.o. the same price with the standard kit, oval shaped, manual and also use refillable carts. again the carts!!!! But they are only 4" long though so thats something to consider
then we have the tank based models. And what most here will recommend you getting. Unfortunately these are also the most unwieldy of the bunch at 5.2+" long. however they offer extremely great battery life. there are two main models here. the eGo ce4 and the v-tube. I will be talking primarily about the eGo as the vtube is a little more hardcore and not what I will consider a beginner device.
The eGo uses a refillable tank that from what i gather is really easy and clean to do. I also found out that you will probably have to change the tank part (which consists of a combined tank and atomizer [ignition unit, don't worry, they all have them]) once every month. As the vets will probably tell you, because this unit uses a "510" thread at the point the batter connects to the tank its easy to grow with this device as its easy to using tank units from other manufacturers or custom mods down the road if you need to. Though it lacks the versatility you will get from a vtube which has a volt regulator to improve computability with other add-ons. as I said, thats hardcore......
I will say though, if i were you... go with the apollo eGo. I just ordered the apollo superior eG0 ce4 kit that comes with 2 batteries, two clearomizers(tank+atomizer) and charging accessories. Then side ordered an extra battery(for my gf), four additional clearomizers and a 30ml e-liquid for my refills that all came to $97 after using the happy2013 promotional code that shaves 25% off everything in your cart. So I'm guessing if you aren't getting the extra battery it would cost you even less.
I even got lucky and they agreed to put different colored batteries in my kit as opposed to having two batteries of the same color. Hope this helped.