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Attachment (Use case): This is small improvement over my initial suggestion. Note the use of BAS/BRAS to branch past the parm list, and using R15 instead of R1 as I initially had in my example. That allows R1 to be left alone and used in the macro as it was originally. Note the MVC instruction (only used in execute form) then uses r15 as the address to copy from, instead of the label within the macro, which the requires a code base register to be set outside the macro. Now the solution is a simple two line change. :-)
Attachment (Description): Expansion of applmsg macro using execute form. The MVC in red is the instruction that prevents branch-relative from working. The yellow highlighted strike-out/replacement instructions show how this macro should work with or without branch-relative.