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How to "embed" a video or audio file

Hello again! You often see an eBay auction page in which the seller has an audio and/or video link somehow "embedded" in it. When you click on the link, a video (could be in some video format like wmv or something else) or a soundtrack (mp3 or something) plays back. HOW can this be done through the Auctiva listing tool or page? Does the video or audio file have to be convetrted to html? IF so, can Microsoft FrontPage do the job (of converting it to an html form)? [I ask about FrontPage because I have it]. ANY ideas anybody?

Thanxx again so much for any help!
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