Breadboard Arduino not loading sketches
To expand upon what was previously mentioned in comments, there are a number of things that need to be done before you can program an ATmega via a serial  connection:


you need to have a bootloader flashed on the chip
you need to provide a clock source (internal or external) matching the fuse settings and the rate expected by the bootloader
your programming software must use the same baud rate as the bootloader is expecting
you need to have reset the chip recently enough before starting the upload that the bootloader has not timed out - either manually or via a small capacitor to your logic level serial connection's DTR or RTS line


You commented that your chip came from Sparkfun and was sold as having a bootloader.  The programmed ATmega328p's they list claim to have the Uno's bootloader, so most likely these need to be programmed at 115200 baud like an Uno.  You instead said that you had selected the Duemilanove setting, which would mean you were trying to use a baud rate of 57600.