In my experience if running deploy-application.exe doesn’t start with at least the Welcome screen then you’ve made a syntax error in your script. Usually for me this means I’ve left out a quotation mark somewhere or forgotten to use an escape character when I want to nest double quotes.
In your Execute-MSI line I have added a double-quotation around the SITEURL and converted the smartquotes in to regular single quotes.
There may also be other syntax errors in your script. In particular check that you haven’t left any open quotes in the script variable declaration section or on the Show-InstallationWelcome line.