Programming the ATMega328P without Arduino board always returns the error: avrdude: stk500_recv(): programmer is not responding
A new chip cannot be programmed in that manner until it has the Bootloader installed. The Bootloader starts after a reset and monitors the serial interface to see if something is attempting to download code via the serial port.

Selecting a Programmer has no effect on serial download, that only comes into play when Programming via the SPI pins SCK/MOSI/MISO/Reset/Power/Gnd.

Your "design" needs a couple more parts: 0.1uF caps between VCC and Gnd, and AVCC and Gnd.

The Cryslal and 22pF caps could also be a lot closer to the device - like right next to it.

I can't read the FTDI markings, so I can't tell if you have Rx and Tx swapped there.