Minecraft: Can't install mods using Forge?

I decided I wanted to install some Minecraft mods today and so read up and installed Forge. That worked fine (to my knowledge) and when opening Minecraft with the Forge profile and looking at the mod list, it has the 3 Forge mods installed.

However, when I went to add Rei's Minimap mod and Too Many Items, I put the.zip file in the mod folder within.minecraft then ran the launcher they would not appear on the mod list or in game.

Both the.zip files were compressed, I don't know if that makes any difference, I'm just trying to think of anything that might be causing a problem. (I'm not tech smart.)

I've followed the instructions off various sites and YouTube videos but I just can't get it to work.

(I think I read that Too Many Items has to be installed differently, or something like that, but any clarification would be appreciated.)

If anyone has any ideas as to what could be causing my problem I would be very grateful.

When you opened the Launcher, at the part where you can select the profiles, did you select the version that has Forge installed on it? Also, did you check that the mods that you used were of the same version that the current version of Forge supported, as well as the version of Minecraft? Like if you were to be on 1.7.2, and had 1.7.1 Forge installed and 1.7.2 mods. It would not work as they all need to be compatible aka same version.