Yes, it's called an Image map, you can either get it to pop up dialogue or make it a hotlink.
If you have Dreamweaver this maybe easier to do in that programme.
I haven't used this in Fireworks in ages, but the help section should tell you what to do.
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Sometimes, when my code just won't behave, I take it outside and make it listen to britney spears music, and when it comes back it's really well behaved. I wonder if it's suffering from post tramatic stress syndrome now..