Firstly, make sure the snapshot is up to date on the Publisher. You can right click the publication, view snapshot agent status, and run it from there.
As far as the subscriber goes, the issue is you are trying to run it without initialization. That is telling SQL that the database already exists on the subscriber, and contains the full schema and data. You can only use that option if the database exists already, schema AND data. If it doesn't, choose initialize.