As for the mechanical details of mounting a heatsink, the main objectives are:
1. Maximum thermal bond between device and heatsink
2. Sufficient disipation by heatsink
3. Long-Term reliability of heatsink and fan.
The pink stuff is heatsink compound and sole purpose is to fill any small voids between the device and the heatsink - any small machining scratches, surface irregularities or "un-flatness" on either part . The rule is only use enough to ensure that there are no gaps. Too much will only insulate the two and be worse than no heatsink.
I would definitely get a "name-brand" fan. When you figure what you have invested in your PC, the last thing you want to do is put a $5 fan/heatsink on, that will let the CPU boil.
The better manufacturers will have properly designed for airflow and efficiency, as well as machined a smooth mating surface, or have provided some mechanical means for proper contact like a soft alloy tape or paste-like adhesive at the contact point.
Check out the various athlon sites for tests on different heatsinks, or try
or
to get reviews of different models.
I can only recommend you get the biggest, most efficient cooler that will fit in the space you have. AMD calls for a maximum 0.6 'C/W cooling, and any reputable maker should give this rating on their product, smaller numbers being better. ( ie 0.5 'C/W )
Ray