Advanced Index - indexing images, as well as according to Last-Name first, First-Name last?

Hey, folks. My organization is doing up a national directory for industry-specific professionals, which includes image-based ads (.PDF format, dunno if that matters). This includes an index, listed in last-name first, first name last order. This was previously done manually, which is a major pain in the butt as it's a 250+ page document, and when items will always be shifting around, I'd prefer to automate the process.

So, if John Smith has his listing on page 50 and his full page ad on page 48, but his Index listing has him as "Smith, John", are InDesign's built-in indexing tools smart enough to handle it if I was to do something like meta-tag the objects (e.g.: the appropriate text frame and graphic frame) with the words "Smith, John", and then build the index from meta-tags, or do I need a separate plugin for that?