How to make parts of texture shiny and reflective? Basically, I'm making a matte object with no highlights, and only some parts of it are covered with metallic paint that should be glossy and reflective.

Hopefully this explains what I mean:



I'm using Blender Internal render.

The "desired effect" part has Wardiso specular and a bit of reflection.

I have a specular map on the column body (blue parts are black and golden parts are very light grey), in the Textures tab it's set up like this:



I've tried bringing up the Specular in the Material tab (it's currently at 0), but it affects the parts that are black on the specular map as well. It's my first time using specular maps, did I not set it up correctly?

Anyway, is it possible to achieve the desired effect without having to separate the mesh? 

UPD: Golden parts are much more shiny now. I only need to make them more reflective to imitate metallic paint properly.
For demonstration purpose, the specular map is also being used as the diffuse channel to showcase the effect more.

Normally, the diffuse color map should only have the 'Diffuse Color' checked in the influence tab and the specular map shouldn't have this one checked at all.

Without the specular map influence:





With the specular map influencing the material's specular behavior:



Reflectivity: