If you attempt to install Adobe Reader 10 by calling the AcroRead.msi and providing the switch TRANSFORMS=<transform_file> you will get this error if the referenced transform file does not exist. 

To fix this issue simply Create a transform file (which allows you to customize the deployment of Adobe Reader) using the Adobe Customization Wizard.

If you would prefer not to customize Adobe Reader using the customization wizard, you can still deploy Adobe Reader without referencing the TRANSFORMS=<file> and Reader will install with the default settings.