Setting Title in Imagemap

[Fawcett, David]

When using MapServer to generate an imagemap, is it possible to set the
title property based on a string in a shape .dbf field?  I see how to
use %s to set it to the id field, but would like to use a formal name
for the title.  

FORMATOPTION "POLYTITLE=[NAME]" didn't get me anywhere either.  

Thanks,
David.