The overall method that has worked for me is the one described by Adobe here; http://kb2.adobe.com/cps/861/cpsid_86151.html - however there are some changes that you need to make for a truly silent installation and to avoid certain annoyances for the end-users when they first use the program.
Note the addition of the Country setting. 242 is the code for UK, check the 'Notes' section below for a list of the country codes (these can be found inside the MSI package). The Country setting is different to the install package language (1033 for English, others listed on the Adobe page).
Other changes from the official method:
Change your application.xml.override file in the root folder to match the following to fix EULA popups...
The 'Templates' folder in the root of my deployment share contains the full contents of the extra 'Contents' disk for the additional themes. Leave INSTALLTEMPLATES=0 and forget about creating a templates folder if you aren't installing the additional extras.