A family of Microsoft presentation graphics products that offer tools for creating presentations and adding graphic effects like multimedia objects and special effects with text.
This seems like two different questions that have gotten jumbled into one sentence that doesn't make much sense.
Fly in entrance and direction options are animation effects, which have nothing to do with the picture tools effects options.
What I suspect might be going on, though, is this:
The user wants to fly in one bit of text at a time. They can do this if they apply the fly in animation to a text object; then there will be Sequence options on the Effect Options menu.
If they've chosen a picture to animate, there's no text to sequence ... there's just a picture of text. As far as PPT's concerned, it's all just one picture that you can fly in as a single unit but not sequence.