The Betty Crocker brand, which is launching a set of gluten-free cookies, cake, and brownie products, plans to used digital marketing and events to raise awareness about the brand, rather than a national advertising campaign. The shift in marketing allows the General Mills brand to target niche groups of customers using online tactics in a more cost-effective manner. The brand is also reaching out to mommy bloggers with free samples and products for reader giveaways.

Also in today's news:

• Facebook is testing new privacy controls this week that would allow selected users to either share more or less information from their profile.
• Luxury brands, facing the challenges of the recession and a shift in consumer appetite, are incorporating green into their messaging.   
• Microsoft reportedly hired an ad firm to create a campaign for its top-secret mobile phone project, which may be targeting women.