Well, I figured it out. It IS there. It’s just organized funny. I have to click the clock icons next to the effects themselves in order to bring up animation. Which brings up the total number of ways to bring the animation interface up to three:
1) Just go to the timeline animation bar.
2) Press the “Animate” button (which is there for some effects but not others)
3) Click the Clock icon(s).
What a weird UI choice.
Anyway, that’s how it works, in case anyone else has a similar problem.