When I was installing recently purchased Antivirus 12 / 11 on my Snow Leopard Mac, it did not ask for the product key.
The product key and serial number was mailed to me.
Norton AntiVirus 11 is not a licensed product. You will need to purchase a renewal every year to receive definitions but the product will work indefinitely.
Norton AntiVirus 12, which came on the same CD/disk image, is a licensed product. You need the license key to activate that product, should you choose to install it. Norton AntiVirus 12 is only compatible with Mac OS X 10.7 and later.
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