Depends on your Authorization code:
EVA123456789 -- Evaluation--EsriPress, and Education 1yr
ESU123456789 -- Single Use--ArcGIS for Home, corporate
EFL123456789 -- Floating--concurrent license pool, 1 seat many users
If you have none of these, the EVA is via book (flyleaf, or registration) or institution's contact.
The ESU, and EFL are via your account access to the my.esri.com -> My Organization tab.
EVA and ESU codes authorize the ArcGIS bundle (including ArcMap) directly on the install. The EFL codes would activate a pool on a license server and you'd point the client install to that license pool.
So, it depends....
