NIS 2011: Installation/Activation problem

My subscription to Norton Internet Security 2010 was coming to a close, so I bought a copy of NIS 2011.  But when I tried to install from the CD, the install proceeded (2011 was installed), but the product didn't ask for activation, and still said I had only a few days left in my product subscription.  I tried removing 2010, but even using the Norton Removal Tool, the same thing still happens--2011 gets installed, but no activation is requested, and my subscription remains on the brink of lapsing.

 

Is what I'm trying to do just impossible?  Can one not buy a new copy of the program, rather than renewing an existing subscription? Clearly, something remains behind after a full program removal that tells the install program that an earlier version used to be on the machine.  In other words, have I wasted the money I spent on NIS 2011? If so, it would be a good idea to put something about it on the package. 

 

Or if there is some way to activate my new copy, can someone tell me?  Thanks.